Auburn’s Johni Broome Shocks the Sports World with Record $45M Powerade Deal — Donates $22.8M Back to Program in Unprecedented Move
In a sports world often driven by personal gain, one name has flipped the script—Johni Broome. The Auburn basketball star didn’t just sign the most lucrative NIL (Name, Image, Likeness) endorsement in college sports history. He rewrote the playbook on what it means to give back.
It began with a flash and a signature.
On May 21, 2025, Broome inked a staggering $45 million deal with Powerade, stunning analysts and fans alike. The beverage giant had been locked in a branding war with Gatorade for the collegiate market, and Broome—charismatic, hard-working, and deeply rooted in his team-first identity—was their unicorn. The deal included a multi-year national campaign, exclusive product development rights, and an unprecedented revenue-sharing clause. It was the kind of contract usually reserved for seasoned NBA veterans, not student-athletes.
But the bigger story wasn’t in the ink. It was in what Broome did next.
Just 48 hours after the deal went public, Broome held a press conference on Auburn’s campus. Standing before a sea of reporters, alumni, and his teammates, he made a stunning announcement.
“I didn’t get here alone,” he said, emotion wavering in his voice. “This program, this university, these people—they shaped me. That’s why I’m donating $22.8 million of this deal back to Auburn basketball.”
The room fell silent.
“This isn’t just a thank you. It’s an investment,” he continued. “In scholarships. In facilities. In coaches. In every kid who dreams like I did.”
It was a move no one—least of all Powerade—saw coming. But the brand embraced it. Their spokesperson later said, “Johni Broome represents more than athletic excellence. He represents the next generation of leaders. We’re proud to stand beside him.”
Broome’s donation shattered every precedent. Half the funds went directly into a newly established “Broome Legacy Initiative,” a fund designed to support player development, mental health resources, and mentorship programs. The rest bolstered Auburn’s recruiting, upgrading training facilities, and even providing NIL education and legal counsel to other athletes.
In the weeks that followed, stories rippled across the sports world. Young athletes began seeing college not just as a stepping stone, but as a platform. Athletic departments took notes. Brands reconsidered how to partner with players in more holistic, human-focused ways.
Coach Bruce Pearl called Broome’s decision “the most selfless act I’ve witnessed in my decades in coaching.”
“Johni reminded us all what college sports are supposed to be about,” Pearl said. “Team. Legacy. Purpose.”
Broome, meanwhile, remained grounded. He continued attending classes, dominating on the court, and mentoring younger teammates. When asked what he hoped people would remember most about this moment, he smiled and said, “Not the number. The impact.”
And with that, a 6’10” forward from Plant City, Florida didn’t just make headlines. He made history.
