ESPN REPORT: Michigan State’s Tom Izzo Secures Historic $8.6M Powerade Endorsement Deal—Donates Millions to Football Program and Orphanages
In a landmark moment for college athletics, Michigan State Spartans men’s basketball head coach Tom Izzo has signed an $8.6 million endorsement deal with Powerade, making it one of the most significant sponsorship agreements for a college coach in NCAA history. But true to the character of the man who has defined Spartan basketball for nearly three decades, Izzo has turned this personal milestone into a broader mission of giving—donating $2.1 million to the Michigan State football program and thousands more to orphanages across Michigan and beyond.
At 69 years old, Izzo continues to demonstrate that leadership isn’t only measured in wins and championships, but in generosity, integrity, and legacy-building. The Powerade deal is not just a reward for his illustrious career; it also positions Izzo as a trailblazer among NCAA coaches navigating the new era of endorsements and name, image, and likeness (NIL) influence.
A Game-Changing Deal in College Sports
The $8.6 million endorsement from Powerade, a Coca-Cola subsidiary, is a multiyear agreement that will see Izzo serve as a national ambassador for the brand. He’ll appear in commercials, engage in grassroots youth campaigns, and participate in Powerade’s upcoming “Leaders in the Making” initiative—a nationwide program designed to inspire the next generation of student-athletes and coaches.
In the press release announcing the partnership, Powerade marketing VP Jenna Collins said, “Tom Izzo embodies the power, perseverance, and leadership that defines our brand. He’s more than a coach—he’s a mentor to countless young people and a symbol of excellence in sports and beyond.”
Izzo’s reaction? Classic humility. “I’ve always believed in earning every ounce of respect. This opportunity means a lot, but what really matters is what we do with it,” he said during a press conference at the Breslin Center.
Giving Back: Supporting Football and the Forgotten
In an impressive act of generosity, Izzo immediately earmarked $2.1 million of his new earnings to bolster Michigan State’s football program. That funding, according to university officials, will be used to enhance player development, upgrade training facilities, and provide academic resources for student-athletes—key areas that Izzo believes are foundational to the holistic growth of Spartan sports.
This inter-sport support speaks volumes about Izzo’s character. Despite being synonymous with basketball greatness, he’s always stood for the broader success of Michigan State’s entire athletic ecosystem. In fact, Izzo served as interim Athletic Director briefly in 2019, where he advocated for increased funding and visibility for under-resourced programs.
But it doesn’t stop there. In a quieter, less publicized move, Izzo has donated thousands of dollars to orphanages across Michigan, including facilities in Lansing, Detroit, and Grand Rapids. These donations will fund educational tools, recreational spaces, clothing drives, and mental health services for children in foster care.
According to one orphanage director in Lansing, “Tom Izzo didn’t just send money—he visited. He talked to our kids, played ball with them, and reminded them that they mattered. That’s the kind of role model every community needs.”
A Reputation Etched in Selflessness
For years, Izzo has been heralded as one of the most respected figures in college basketball. With a national championship (2000), eight Final Four appearances, and over 680 wins under his belt, his place among coaching legends is secure. But it’s his off-court conduct—his loyalty to MSU, his philanthropic efforts, and his commitment to shaping young lives—that has earned him universal admiration.
In the age of NIL and commercialized college sports, Izzo is setting an example for athletes and coaches alike. Rather than pocketing the entire endorsement windfall, he has redirected a significant portion toward causes that will outlast any season or championship banner.
Michigan State University President Teresa Woodruff praised the move, saying, “Coach Izzo’s contribution is more than generous—it’s transformational. He’s not just investing in facilities or programs—he’s investing in people, in futures, in dreams.”
A Legacy Continues
With retirement speculation frequently swirling around him, Izzo shows no signs of slowing down. Instead, he’s evolving with the times, embracing his platform in new ways while remaining grounded in values that made him one of the sport’s most revered figures.
As this historic Powerade partnership unfolds, Izzo will not only represent a beverage brand—he’ll embody the essence of enduring leadership, humility, and purpose.
From the hardwood of the Breslin Center to the classrooms, football fields, and orphanages of Michigan, Tom Izzo is proving once again that his legacy stretches far beyond basketball. With every dollar donated, every child inspired, and every Spartan elevated, Izzo continues to teach the world what true greatness really looks like.