Michigan State men’s basketball head coach Tom Izzo has made headlines again, but this time it’s not for his success on the hardwood. In a historic move, Izzo has signed an $8.6 million endorsement deal with Powerade, marking the largest-ever partnership between a collegiate coach and the iconic sports drink brand.
The partnership, which spans four years, will see Izzo serve as a brand ambassador for Powerade across digital and broadcast campaigns. His involvement includes appearances in commercials, youth sports clinics, and leadership seminars. Izzo’s legendary status as a motivator and mentor was a key factor in Powerade’s decision to pursue the deal.
“Coach Izzo represents everything Powerade stands for — endurance, leadership, and resilience,” said Samantha Greene, VP of Marketing at Powerade. “This partnership isn’t just about sports drinks; it’s about inspiring the next generation of athletes and leaders.”
In true Tom Izzo fashion, the Hall of Fame coach wasted no time giving back. Within days of signing the deal, Izzo announced he would be donating $2 million to Michigan State’s football program to help bolster recruiting efforts, upgrade training facilities, and fund academic support for student-athletes.
“This university has given me everything,” Izzo said during a press conference Thursday afternoon. “I wanted to return the favor, not just to basketball, but to Spartan football — and to kids who need a chance.”
Izzo also pledged another $2.6 million to support orphanages across the state of Michigan, focusing on programs that offer education, housing, and mental health services for vulnerable children.
“It’s about giving hope,” Izzo said. “Basketball gave me a platform, but my purpose has always been about people. These kids deserve opportunity and stability.”
Reactions across the Spartan community have been overwhelmingly positive. MSU Athletic Director Alan Haller called Izzo’s gesture “quintessential Tom — selfless, visionary, and deeply human.”
Social media lit up with praise, with fans and alumni hailing the coach as a “living legend” not only in basketball but in life.
As he enters what could be the final chapter of his storied career, Tom Izzo shows no signs of slowing down — on or off the court. And with Powerade now behind him, he may be coaching more than just basketball — he’s coaching a movement.
