Taco Bell has introduced a new NIL-driven promotion in partnership with Colorado football called the “Buffs Box.”
The limited-time offer includes four food items, a drink, and a collectible cup featuring two of the program’s most recognizable players.
Quarterback Julian Lewis and offensive lineman Jordan Seaton are the featured athletes in the campaign, which is running at participating Taco Bell locations across Colorado. Each cup showcases images of the players in full uniform, turning a fast food promotion into a piece of team memorabilia just ahead of the 2025 season.
Both players are major names in the NIL space. Seaton, entering his second year with the Buffs, holds an On3 NIL Valuation of $1.3 million, one of the highest in the country for an offensive lineman. Lewis, a true freshman and former five-star recruit, checks in at $1.1 million. He has already landed equity deals, national endorsements, and has become a central figure in Colorado’s offseason hype.
This promotion signals a continued evolution of how brands are activating NIL opportunities. Instead of one-off social media posts or apparel giveaways, Taco Bell’s Buffs Box embeds players directly into the product. The campaign is designed to appeal to fans who want to support their team in tangible, everyday ways.
It also reinforces Colorado’s aggressive NIL strategy. Head coach Deion Sanders has consistently backed player branding, and this is another example of how the program is finding unique ways to keep its athletes visible on and off the field.
For Seaton and Lewis, this is another mark of marketability. For Colorado, it’s a sign of how far the program has come in making NIL a core part of its identity.
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