Dr Pepper was one of the first major national brands to integrate current college athletes in its advertising when name, image and likeness rules changed in July 2021 when it featured DJ Uiagalelei in its Fansville commercials that fall. Since then, the brand has gone on to feature a new athlete in Fansville each season.

The 2024 season saw Dr Pepper significantly increase its investment in NIL, however, when it partnered with 12 college football players over the course of the season. The brand worked with Quinn Ewers (Texas), Michael Hawkins Jr. (Oklahoma), Will Howard (Ohio State), Jalon Daniels (Kansas), Cam Miller (North Dakota State), TreVeyon Henderson (Ohio State), Harold Perkins Jr. (LSU), Jackson Arnold (Oklahoma), Cole Wisniewski (NDSU), Devin Neal (Kansas), Leshon Williams (Iowa), and Kamari Moulton (Iowa).

“Each year we look to level-up our playbook and this year we’re excited to deepen our connection with college football by implementing an evolved NIL regional market strategy,” said a spokesman for Dr Pepper. “For the first-time, Dr Pepper has partnered with 10 leading college football players across the country. This marks our highest number of NIL partnerships to date, reinforcing Dr Pepper’s position as a culturally relevant brand that resonates with and understands college football, and creates one-of-a-kind connections between players and fans.”

Ewers was the athlete selected this year to appear in the brand’s annual Fansville episodic series, appearing in the national television commercials. He was also an integral part of other activations throughout the season.

One such activation was around one of the biggest rivalry games of the year, the “Red River Showdown.” Dr Pepper partnered with Texas quarterback Ewers and Oklahoma quarterback Hawkins, styling each in custom outfits for the “It’s a Pepper Thing” campaign, which they shared on their social media.

Leading up to the “Red River Showdown” and throughout the season, Dr Pepper tapped fashion designer Nigel Xavier to create one-of-a-kind Dr Pepper-inspired football fashion, including the outfits donned by Ewers and Hawkins.

When it was time to activate around the College Football Playoff National Championship, Dr Pepper and Xavier worked with Ohio State quarterback Howard.

“They immediately hooked me up with a custom jacket designed by Nigel Xavier, who created custom pieces for other NIL athletes throughout the season. My one-of-a-kind jacket will be a keepsake forever as a reminder of the game and the celebrations,” said Howard.

The quarterback said NIL opportunities like the one with Dr Pepper have been an important part of his experience as a college football athlete.

“The NIL era has completely transformed my college experience, especially as a transfer who entered the portal and successfully made the move. It’s now part of the college football blueprint and has opened so many doors for me – not only as an athlete, but also as a professional who now has the chance to work with brands like Dr Pepper.”

Kansas quarterback Daniels feels similarly about NIL and the opportunity to work with Dr Pepper.

“The NIL era has completely transformed my college experience. It’s given me a platform to build my personal brand, while working with some of my favorite brands and pursuing my passion for football. Having the chance to work with a brand like Dr Pepper has connected me with people who share my values, and it’s been amazing to see how these partnerships reflect who I am both on and off the field.”

Although much of the focus of NIL deals is the cash involved, North Dakota State quarterback Miller says partnerships with brands like Dr Pepper go beyond that.

“NIL has made my college experience much more dynamic and has opened countless doors, especially when it comes to learning about the business side of sports. Meeting and collaborating with brands, and seeing how the industry works, has been eye-opening, both professionally and personally.”

Miller has also enjoyed opportunities to connect more directly with fans through his work with Dr Pepper.

“What I love most is how this partnership has allowed me to connect with fans directly, doing meet-and-greets and creating memories in local communities that go beyond the game itself. Dr Pepper has made it possible for me to create those unique moments that resonate with fans both on and off the field.”

That was exactly what Dr Pepper was hoping to do with its expanded partnerships with athletes this season.

“These collaborations allow us to tap into each athlete’s regional influence and offer fans unique experiences with players that celebrate a mutual love for Dr Pepper,” said a spokesman for the brand.

Dr Pepper says its NIL strategy will continue to evolve in future seasons, continuing to expand beyond social and into more retail and consumer activations.