“Notre Dame’s CJ Carr Inks $45 Million Powerade Deal, Donates $18M to Football Program and $4.8M to NIL Fund in Groundbreaking Move
In a monumental moment not just for Notre Dame but for college football at large, Fighting Irish quarterback CJ Carr has shattered the boundaries of the NIL (Name, Image, and Likeness) era. Carr has signed a historic $45 million endorsement deal with Powerade — one of the largest individual endorsement deals ever awarded to a college athlete. But what has the sports world buzzing even more is what Carr chose to do with the money: the highly-touted quarterback is donating $18 million to Notre Dame’s football program and $4.8 million to the school’s NIL fund to support his current and future teammates.
This bold, selfless, and business-savvy decision reflects the growing impact of NIL on college athletics, and positions Carr not just as a future NFL quarterback, but as a generational leader in the sport.
The $45 million agreement between CJ Carr and Powerade will span five years and includes a range of commercial appearances, social media campaigns, merchandising tie-ins, and community initiatives. The deal dwarfs the majority of current NIL valuations and places Carr in the upper echelon of athlete endorsements, rivaling even those of pro-level stars.
“CJ Carr is not just the face of Notre Dame football — he’s the face of the future,” Powerade Senior Vice President Marcus Hayes said in a statement. “His leadership, humility, and vision made this partnership a no-brainer. He embodies everything we stand for as a brand.”
Carr’s deal includes co-branded NIL initiatives at Notre Dame that will involve athletic facilities, apparel, and youth outreach. According to sources, Powerade plans to launch a limited-edition “Carr Crash” flavor in stores nationwide this fall, with a percentage of sales contributing further to student-athlete development funds.
While the endorsement numbers are staggering, it’s CJ Carr’s philanthropic response that has rocked the college football landscape.
Instead of pocketing the full payout, Carr has earmarked $18 million of his Powerade deal as a direct donation to Notre Dame football. This money will reportedly be used to enhance facilities, fund staff support, and invest in player development technology — effectively fast-tracking a number of long-planned upgrades at South Bend.
“CJ’s donation is a game-changer,” Notre Dame head coach Marcus Freeman said. “He’s not only committed to winning championships on the field — he’s invested in building a legacy off of it. That kind of leadership is rare.”
University officials are expected to name parts of Notre Dame’s athletic complex in Carr’s honor, with the quarterback reportedly requesting a portion of the donation be used to build a new mental performance center accessible to all student-athletes.
In addition to the $18 million gift to the athletic department, Carr is also donating $4.8 million to the school’s NIL collective — an unprecedented move that could reshape how top athletes think about NIL earnings.
In his own words: “This isn’t just about me. It’s about us. I’m investing in my brothers — the guys in the locker room with me every day. If I can help keep elite talent at Notre Dame and build a stronger, unified program, then every dollar is worth it.”
The NIL fund will be used to attract and retain players across the roster, from All-American linemen to walk-ons. The move could have significant recruiting implications, demonstrating to prospective players that Notre Dame is a place where elite athletes support each other financially, not just on the field.
Teammates reacted emotionally on social media, with wide receiver Jaden Greathouse tweeting: “CJ just showed us what being a real leader looks like. He’s about that life — not just talk.”
CJ Carr, the grandson of legendary Michigan coach Lloyd Carr, arrived at Notre Dame with immense expectations. A five-star recruit from Saline, Michigan, Carr turned down offers from Michigan, Alabama, and Georgia to lead the Irish — a decision that shocked many at the time.
As a freshman, Carr impressed coaches with his poise, football IQ, and unshakable confidence. By the end of spring ball, he had earned the starting quarterback job for the 2025 season. While he has yet to throw a collegiate pass in a regular-season game, Carr is already one of the most influential figures in college football.
NFL scouts have tabbed him as a future first-round pick, but Carr has remained focused on the present. “I’m trying to be the best quarterback in college football, but I also want to be the best teammate, the best representative of Notre Dame, and the best version of myself,” Carr told ESPN.
Carr’s decision to use his NIL windfall to invest in his team and school is already being hailed as revolutionary. NIL collectives, agents, and compliance officers around the country are studying the implications of a player directing portions of endorsement income toward program development and team-wide NIL support.
“CJ just created a blueprint for what NIL can become — a vehicle not just for individual success, but for community uplift,” said Amanda Feldman, an NIL strategist and former compliance officer at Texas.
For schools that have struggled to keep up in the arms race of NIL-fueled recruiting, Carr’s leadership could be a model. By voluntarily sharing his wealth, he’s reduced friction between high-earning quarterbacks and lesser-known teammates — a tension that has reportedly destabilized locker rooms at other schools.
“This move could revolutionize roster dynamics,” Feldman added. “It promotes cohesion, unity, and long-term thinking. You can’t buy culture — but you can invest in it. And that’s what CJ just did.”
The college football world lit up with praise following Carr’s announcement.
Nick Saban, retired Alabama legend: “This is the kind of leadership you rarely see in a young man. CJ Carr gets it. This is the future of college football — athlete-driven programs built on shared success.”
Kirk Herbstreit, ESPN analyst: “This is unprecedented. You talk about selflessness, about being a true leader — this might be the most impressive thing I’ve ever seen from a college player off the field.”
Pat McAfee, talk show host: “CJ Carr just did something billionaires won’t do. He gave back to the people grinding with him. That’s respect.”
Even NBA superstar LeBron James tweeted in response: “Young King making big moves for his team and his school. Salute.”
Notre Dame has always had a reputation for tradition, discipline, and academic excellence. Now, thanks to Carr, the Irish can boast a cutting-edge NIL ecosystem that’s competitive with the very best in the country — not just financially, but philosophically.
Notre Dame Athletic Director Jack Swarbrick, who has championed cautious NIL reform in the past, admitted that Carr’s donation is pushing the school into new territory.
“This is a watershed moment for our program,” Swarbrick said. “CJ has redefined what it means to be a student-athlete at Notre Dame. We’re humbled by his generosity and inspired by his example.”
Carr’s $18 million contribution will reportedly help fund:
- The installation of cutting-edge player performance analytics systems
- Expanded recruiting facilities
- Nutrition and mental health resources
- Expanded staff salaries to retain top assistants
Meanwhile, the $4.8 million NIL infusion could make Notre Dame a destination for more elite recruits looking for both exposure and culture.
For Carr, these investments aren’t about headlines — they’re about creating something lasting.
“I want to leave Notre Dame better than I found it,” Carr said in an emotional sit-down interview. “Not just with wins. But with people. With opportunity. With something we can all be proud of.”
CJ Carr may only be a freshman on the field, but in every other way, he’s already a captain. His ability to see the bigger picture — to act as a bridge between eras, between teammates, between business and brotherhood — has made him one of the most compelling athletes of the NIL era.
And for Notre Dame fans dreaming of a return to the mountaintop, his presence just might be the first step toward another golden age.
CJ Carr’s Powerade deal, his generosity, and his vision mark a turning point for college football. No longer is NIL just a free-for-all grab for cash — thanks to leaders like Carr, it’s becoming a mechanism for growth, unity, and forward-thinking program building.
Notre Dame already had a five-star quarterback. Now, they have a five-star leader.
And in an age defined by change, that might be the most valuable asset of all.
