Get ready to see Florida’s star quarterback DJ Lagway soar to new heights—literally. In a move that’s as electrifying as his gameplay, Lagway has just inked a groundbreaking NIL deal with Red Bull, the energy drink giant famous for its promise to ‘give you wings.’ But here’s where it gets controversial: as collegiate athletes increasingly become brands in their own right, does this partnership signal a new era of athlete-corporate synergy, or is it just another example of big brands capitalizing on young talent? Let’s dive in.
On Friday morning, Red Bull and Lagway took to social media to announce the partnership with a joint Instagram post that perfectly captured the essence of the deal. The caption? ‘DJ’s got the arm, the aim, and now the wiiings.’ It’s a playful nod to Red Bull’s iconic tagline, but it also underscores Lagway’s meteoric rise in college football. And this is the part most people miss: Lagway isn’t just another athlete—he’s the former No. 1 overall recruit in the 2024 class, with an On3 NIL Valuation of $1.9 million. That’s right, at just 19 years old, he’s already a multimillion-dollar brand.
But Lagway’s partnership with Red Bull isn’t his first rodeo in the NIL space. He’s already teamed up with heavyweights like Gatorade, Jordan Brand, Chipotle, Beats by Dre, T-Mobile, and even Mercedes-Benz of Gainesville. So, what makes this deal different? For one, Red Bull’s reputation for aligning with elite athletes—from Formula 1 drivers to extreme sports icons—gives Lagway a unique platform to showcase his energy and ambition. As his parents, Derek and Niki Lagway, put it in a press release, ‘To see those qualities recognized by a brand as influential as Red Bull… is a blessing. The energy, the ambition—it’s the perfect fit.’
But here’s the bold question: Is Red Bull truly investing in Lagway’s potential, or are they simply leveraging his star power to tap into the lucrative college sports market? After all, he joins a roster of Red Bull-sponsored collegiate athletes that includes Texas quarterback Arch Manning, Ohio State receiver Jeremiah Smith, and basketball phenoms like BYU’s AJ Dybantsa and Notre Dame’s Hannah Hidalgo. It’s a star-studded lineup, no doubt, but it also raises questions about the commodification of college athletes.
Michaela Simon, Lagway’s manager and NETWORK VP, sees it differently. ‘Red Bull truly understands what motivates athletes like DJ—not just in his athletic performance, but in his individuality,’ she said. ‘It’s been incredible working with the Red Bull team to bring this partnership to life.’ And with Lagway’s stats this season—988 passing yards, 68.9% completion rate, and seven touchdowns—it’s clear he’s not just a brand; he’s a force on the field. Coming off Florida’s 29-21 upset of then-No. 9 Texas, Lagway’s stock is higher than ever.
So, what do you think? Is this partnership a win-win for Lagway and Red Bull, or is it a slippery slope for the future of college sports? Let us know in the comments—we’re all ears!
