BREAKING: Jovantae Barnes Becomes First Active NCAA Football Player to Sign National Endorsement Deal with Toyota
In a historic and game-changing development for college athletics, Toyota has officially announced a groundbreaking national endorsement deal with Oklahoma Sooners running back Jovantae Barnes, making him the first active NCAA football player to secure such a partnership with the global automotive giant.
Sources close to the negotiation revealed that the deal is valued in the seven-figure range, including performance bonuses, marketing appearances, and a custom-designed Toyota Tundra wrapped in crimson and cream—the official Sooners’ colors. Barnes, a rising junior and key offensive weapon for the Sooners, will now be featured in Toyota’s nationwide “Driven to Greatness” campaign, which will spotlight young athletes who embody determination, leadership, and excellence both on and off the field.
Toyota spokesperson Emily Tanaka said in a statement:
“Jovantae Barnes represents everything Toyota values—resilience, innovation, and community commitment. We are proud to make history with him as our first NCAA football partner. His story inspires, and now, we want to help him inspire millions.”
Barnes, who rushed for over 1,100 yards last season with 13 touchdowns, has quickly become a fan favorite at Oklahoma. Known for his explosive speed, vision, and humility, he has also been active in community outreach programs across Norman and his hometown of Las Vegas.
“I’m humbled and blessed,” Barnes said in a press release. “Partnering with Toyota is bigger than football—it’s about creating a legacy and opening doors for the next generation of college athletes. This is a win not just for me, but for every athlete grinding in silence.”
The deal marks a massive milestone in the NIL (Name, Image, Likeness) era, demonstrating that corporate America is ready to fully embrace NCAA stars as national marketing figures.
Industry experts predict this move will spark a wave of similar endorsements for top college athletes, reshaping the commercial landscape of amateur sports forever.
