ESPN Report: Tom Izzo Lands Historic $8.6M Powerade Endorsement Deal, Donates Millions to MSU Football and Orphanages
In a move that has stunned the sports world and elevated his already iconic status, Michigan State Spartans head basketball coach Tom Izzo has signed a groundbreaking $8.6 million endorsement deal with Powerade—marking one of the largest personal brand partnerships for a college coach in NCAA history.
But it’s not just the historic figure that’s making headlines—it’s what Coach Izzo did next.
Within 72 hours of finalizing the deal, Izzo pledged $2.1 million to Michigan State’s football program, a show of solidarity that stunned East Lansing and sent a powerful message across the college athletics landscape: success isn’t limited to one court or one sport. It’s shared, nurtured, and lifted across programs.
“I’ve always said we’re one family at Michigan State,” Izzo said in an emotional press conference outside the Breslin Center. “Football is the heartbeat of this university as much as basketball. Coach Holloway and his guys are building something special. I just want to fuel the fire.”
The contribution will go toward upgrading football training facilities, expanding the nutrition center, and funding player development programs. Izzo reportedly met privately with the football team, shaking every player’s hand and telling them, “You’re part of something bigger now.”
But Izzo didn’t stop there.
True to his roots and quiet philanthropy, the Hall of Fame coach directed over $600,000 to orphanages across Michigan and the Midwest—funding new playgrounds, educational programs, and year-round mental health services for vulnerable children. One of the recipients, the St. Vincent Home for Children in Detroit, described the donation as “life-altering.”
“He didn’t just write a check,” said Sister Maria Lenson, the orphanage director. “He came here. He spoke to every child. He even shot hoops with a few of them on our cracked asphalt court. That’s not charity—that’s humanity.”
The Powerade deal, negotiated over a six-month period, will include national commercials, digital campaigns, and exclusive behind-the-scenes content showcasing Izzo’s leadership style and resilience. Company executives cited Izzo’s integrity, authenticity, and staying power in a constantly shifting college sports world as reasons for the partnership.
“Coach Izzo is more than a coach—he’s an American institution,” said Powerade CEO Malcolm Reyes. “His leadership, longevity, and values align perfectly with our brand.”
At 70, with a national title, 10 Final Fours, and a legacy already secured in the Hall of Fame, Izzo could’ve coasted. Instead, he continues to lead by example—reminding the world that real greatness isn’t measured just in wins, but in what you give back.
As banners hang from the rafters of the Breslin Center and echoes of victory chants linger on the campus green, a new one might soon be heard among Spartans: “He coached us. He lifted us. He never stopped.”
A legacy that will never fade.
