The modern arms race isn’t waged on the field alone; it plays out in boardrooms, ad campaigns, and multi-million-dollar endorsement deals. And now, one of the most iconic brands in sports has just made its biggest move yet, locking in a partnership with a player who hasn’t even started a full season. Arch Manning has partnered with a brand valued at over $81 billion. For the company symbolic to sports giants like F1 and major European soccer clubs going with a young CFB guy, who sure has the Manning name on his back, still is a huge deal. It’s a revolution for even them.

Arch Manning has officially become the face of a new frontier. The Red Bull energy drink. The Texas Longhorns quarterback, with his $6.6 million NIL valuation (per ON3), has been the most marketable amateur athlete in America for a while now. His latest deal elevates him into an entirely different stratosphere. The brand synonymous with extreme sports, high-octane stunts, and global dominance has decided Manning is the key to its future. The energy drink brand announced the NIL deal with the only Manning active on Instagram on Jan. 30, writing “target locked, wiiings secured @archmanning.”

Hightop Sports guys broke it down, explaining how this move signals something much bigger than a simple endorsement. “For them to go after somebody like an Arch Manning, they’re swinging out the big guns again; they’re coming back full circle.” The connection might not seem obvious at first, but it makes perfect sense when you consider the shifting landscape of the energy drink market. Celsius has taken over the new generation. The sleek, modern brand has positioned itself as the go-to choice for younger consumers, capturing a massive share of the energy drink industry with its light, health-conscious image.

Meanwhile, the former kings of space—the ones who built their empire on motocross, X Games, and alternative culture—found themselves slowly losing ground. “Red Bull and football just have never clicked with me, right?” the host admitted. “It’s never been syndicated in the same asset… our generation, they were a big proponent of the X Games, which was motocross and stuff like that. They were kind of that alternative rock kind of page.” That identity worked for years, but as the energy drink market evolved, their grip on the culture loosened.

For an aging powerhouse looking to regain relevance, signing a 19-year-old quarterback with the most famous last name in football is a strategic masterstroke. The hosts also talked about some big-money deals for Florida’s star sophomore QB, DJ Lagway.

NIL has created a world where players are walking, talking, and marketing goldmines. That’s why Red Bull’s decision to partner with him carries so much weight. “To see Arch get a big deal like this was huge,” the host emphasized. “And then [DJ] Lagway had two big posts this past week as well—one with a furniture company and then the second being with a Nintendo partner and Fortnite, I believe, as well. Two massive NIL deals on top of what we already know is Gatorade.” Such deals represent a shift where young college athletes are becoming corporate centerpieces. And for Red Bull, this isn’t just another endorsement—it’s a billion-dollar bet on a new era.

Manning’s NIL portfolio is quickly becoming the gold standard. His decision to opt into EA Sports College Football 25, after speculation that he might not participate, was another strategic win—earning him a payout between $50,000-$60,000. That’s pocket change compared to his larger deals, but it further cements his place as the most valuable name in college athletics.

Brands are buying into the idea that Arch Manning is the future of sports marketing.

Arch Manning got his ‘wings’

Arch Manning isn’t just carrying the weight of one of the most famous last names in football—he’s also making big moves in the NIL world. The Texas quarterback and next-in-line Manning heir have already secured deals with some major brands, including Panini America, back in July 2023.

Now, add Red Bull to the mix, and let’s be honest—it’s a perfect fit. The guy already plays quarterback like he’s got wings. “I really like this partnership. Everyone at Red Bull has been super nice to me and my family, and I can’t wait to get it going,” Manning told ESPN’s Marty Smith. And in classic college athlete fashion, he added: “Plus, I like a Red Bull in the morning… We got early meetings, need a little energy.”

Between football, NIL deals, and being the most hyped quarterback prospect in years, Arch has plenty to keep him busy. And now, with Red Bull in his corner, he’s got a little extra fuel to keep soaring.