In a monumental moment for both sports and philanthropy, New York Knicks star point guard Jalen Brunson has inked a record-shattering $96.6 million endorsement deal with Powerade, solidifying his status not just as one of the NBA’s premier talents, but as a cultural and commercial icon.The deal is one of the largest beverage endorsements in NBA history, placing Brunson in the elite company of global sports figures. Powerade, a longtime player in the sports drink industry, announced the partnership with Brunson earlier this morning, calling it a “natural alignment between one of basketball’s brightest stars and a brand committed to fueling greatness.”
A Legacy Beyond Basketball
But the numbers behind the deal aren’t the only thing grabbing headlines.
In a stunning act of generosity, Brunson has pledged $32 million of the endorsement earnings to youth sports and educational programs across New York and his hometown of New Brunswick, New Jersey. The initiative, dubbed the “Brunson Beyond Ball” program, will focus on building athletic facilities, providing mentorship, and funding scholarships for underserved communities.
As if that weren’t enough, he has also donated $10.8 million to the Hope Horizon Orphanage Foundation, ensuring resources for education, healthcare, and emotional support for hundreds of orphans across the Tri-State area.
This dual philanthropic commitment has instantly earned praise from fans, fellow athletes, and community leaders.
“Jalen isn’t just playing for stats. He’s playing for something bigger. That’s legacy,” said Knicks coach Tom Thibodeau in a statement.
Securing a Bright Future — On and Off the Court
The endorsement also signals a strategic shift for Powerade, which has been seeking a new face to represent a more socially-conscious and modern brand identity. With Brunson’s skyrocketing influence and on-court dominance — averaging 27.5 points and 7.2 assists per game this season — he was the obvious choice.
Powerade’s parent company, The Coca-Cola Company, said the partnership will include new ad campaigns, branded apparel, community court renovations, and a series of wellness initiatives spearheaded by Brunson himself.
“Jalen represents everything we admire — discipline, humility, and the heart of a champion,” said Alex Guerrero, VP of Marketing at Powerade. “This is more than a sponsorship — it’s a movement.”
A Superstar with a Vision
At just 28, Jalen Brunson is already being talked about in the same breath as Knicks legends, not just for his electrifying performances but for his off-court leadership. This deal, and his generous contributions, further cement his role as a beacon of hope and progress for the next generation.
As Knicks fans cheer his every bucket at Madison Square Garden, they now have even more reason to root for a man who’s not only chasing a championship ring — but also building a lasting legacy far beyond the hardwood.