9 hours ago 2

Colorado’s Jordan Seaton, Julian Lewis headline Taco Bell ‘Buffs Box’ NIL campaign

Two of Colorado’s biggest names are participating in a new NIL campaign. Offensive lineman Jordan Seaton and quarterback Julian Lewis inked deals with Taco Bell and are part of the company’s “Buffs Box.”

Seaton and Lewis both received custom collectible cups as part of the activation. Wide receivers Quentin Gibson and Dre’lon Miller are also on board, featured on collectible cups of their own.

The “Buffs Box” features four Taco Bell classics, a large drink and a collectible player cup for $7. They are available at participating locations in Colorado.

Seaton is preparing for his second season at Colorado after arriving as a top-rated recruit a year ago. He will be a key part of a Buffaloes offensive line that will protect either Lewis or Kaidon Salter – both of whom are competing to become the starting quarterback. On3’s Pete Nakos reported more details on that battle earlier this week.

More on Jordan Seaton, Julian Lewis’ NIL potential

Jordan Seaton is also one of the highest-profile players in Colorado’s roster after arriving as a top-rated recruit last year. His $1.3 million On3 NIL Valuation ranks No. 34 among college football players. It also puts him at No. 68 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

Earlier this week, On3 reported Julian Lewis – who has a $1.1 million On3 NIL Valuation – would be part of the Taco Bell-Colorado activation. He recently inked an NIL deal with Gym Weed and will be an equity partner with the brand. Lewis also previously signed a six-figure deal with Leaf Trading Cards and has an endorsement deal with the men’s jewelry brand Jaxxon.

The On3 NIL Valuation is calculated by combining Roster Value and personal NIL. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. NIL in an athlete’s name, image and likeness and the value it could bring to regional and national brands outside of the scope of NIL collectives.

“Despite what some fans and media believe, there is not an unlimited amount of money being deployed to manage rosters,” said Shannon Terry, the founder and CEO of On3. “Any model – whether it’s today’s broken NCAA ‘student-athlete’ construct or media rights sharing through employment, which is almost a certainty in the near future – demands efficiency based on the athlete and school knowing the athlete’s respective market value.”