ANN ARBOR, Mich. – Michigan Wolverines true freshman starting quarterback Bryce Underwood is making headlines ahead of his first start against New Mexico, including signing a name, image, and likeness (NIL) deal with energy drink brand “Celsius.”
On Wednesday, Aug. 27, it was announced that Underwood joined Celsius’ 2025 NIL roster as part of the brand’s expanded “LIVE. FIT. GO.” campaign.
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The campaign highlights Celsius’ growing presence in collegiate sports—on the field, in the gym, and across campuses nationwide through the CELSIUS University student ambassador program.
Other athletes on the 2025 NIL roster include:
- Jeremiyah Love (running back, Notre Dame),
- Caleb Downs (safety, Ohio State), and
- Cade Klubnik (quarterback, Clemson).
The campaign features a national 30-second anthem ad that captures the electric energy of college football game days—from stadiums and student sections to tailgates, mascots, marching bands, and the early Saturday morning anticipation.
Each athlete will also be featured in a 15-second ad offering fans a behind-the-scenes look at their daily routines, including training sessions, film study, recovery, and campus life.
This campaign aims to provide an authentic glimpse into the dedication required to compete at the collegiate level and how Celsius energizes athletes’ journeys.
Celsius is also expanding its college campus presence through CELSIUS University, a paid student ambassador program launched in 2022.
The program now spans over 80 campuses, offering marketing experience to aspiring professionals.
The LIVE. FIT. GO. campaign will roll out across national TV, digital platforms, and social media throughout the 2025 season, with additional integrations on college campuses and in local markets.
Celsius offers a lineup of refreshing, fruit-forward flavors designed to boost everyday energy, whether during workouts or busy workdays.
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