Michigan State’s Jase Richardson Inks $45M Powerade Deal, Donates $22.8M to Spartans Basketball and Charity
In a groundbreaking move that underscores both his market value and his character, Michigan State basketball star Jase Richardson has signed a staggering $45 million endorsement deal with Powerade. This deal is one of the largest ever for a college athlete, highlighting the seismic shifts in NCAA policy surrounding Name, Image, and Likeness (NIL) rights. But what makes Richardson’s story even more inspiring is his decision to donate nearly half of his earnings — $18 million to Michigan State’s basketball program and another $4.8 million to charitable causes.
The son of former NBA player Jason Richardson, Jase has already made a name for himself as a dynamic point guard with elite skills, court vision, and a leadership presence that has reignited the Spartans’ hopes for a national title. The 6-foot-3 phenom averaged 19 points and 7 assists in his freshman year, earning him Big Ten Freshman of the Year honors and a spot on several All-American watchlists. As his star rose on the court, so did his appeal to major brands off it.
Powerade, long known for its association with top-tier athletes and teams, saw in Richardson not only a talented player but also a brand ambassador who aligns with their values of strength, endurance, and community impact. The multi-year deal reportedly includes commercial appearances, social media campaigns, and a co-branded training initiative aimed at youth athletes.
What has truly set Richardson apart, however, is his decision to use his platform and wealth for a greater purpose. Of the $45 million deal, $18 million is being directed toward Michigan State’s basketball program. The donation is expected to fund facility upgrades, nutrition programs, and player development initiatives, ensuring that future generations of Spartans can thrive both athletically and academically.
“This program has given me everything,” Richardson said in a press conference announcing the donation. “It’s only right that I give back to it. Michigan State is more than a school — it’s a family. I want to help make sure other kids like me have the same opportunities.”
In addition to his support for MSU, Richardson is allocating $4.8 million to charitable foundations focused on youth sports access, mental health resources for student-athletes, and underserved communities. This includes donations to the Boys & Girls Clubs of America and a new initiative called “Rise Up,” a non-profit started by Richardson that aims to provide sports equipment and mentorship to low-income neighborhoods across the Midwest.
Reaction to Richardson’s philanthropy has been overwhelmingly positive. Coaches, teammates, alumni, and fans have praised his maturity and vision. Head Coach Tom Izzo called the gesture “unprecedented and humbling,” saying, “Jase is not just a once-in-a-generation player — he’s a once-in-a-generation person. What he’s doing will change lives.”
With his combination of athletic talent, business acumen, and social awareness, Jase Richardson is redefining what it means to be a student-athlete in the NIL era. He’s not just cashing in on his fame — he’s using it to build something far more lasting.
As the Spartans gear up for what could be a historic season, they’ll do so with not only one of the best players in the nation but also one of the most generous hearts in college sports.