Penn State's NIL Collective Announces Deal for Branded Energy Drink

Happy Valley United partners with Yerbaé Brands on new product to benefit Penn State athletes.

Happy Valley United, Penn State's official NIL collective, has announced a partnership with Yerbaé Brands to produce a Penn State-themed energy drink benefiting Nittany Lions athletes. Happy Valley Blue Razz will be available in 2024, and a portion of its sales will benefit Penn State NIL initiatives.

Yerbaé, an Arizona-based company that makes plant-based, zero-calorie beverages, is the latest company to partner with Happy Valley United on a branded product. The collective has deals with New Trail Brewing for State Light beer and with Boyd & Blair to produce Happy Valley Vodka. The Yerbaé energy drink, Happy Valley Blue Razz, "is inspired by the blueberries and raspberries that grow all around State College," according to a news release.

Happy Valley United has launched a series of content, product and marketing initiatives since its formation in June. The collective hosted a $2,000 per-person NIL function in July, was part of a rare open football practice in August and hosts exclusive interviews between head coach James Franklin and All-American LaVar Arrington. In November, Happy Valley United announced that former Bucknell men's basketball coach Pat Flannery would join the collective as its general manager for basketball.

Yerbaé Brands has formed a sports and entertainment board to promote its products. Board members include San Francisco 49ers head coach Kyle Shanahan and USC football coach Lincoln Riley. San Francisco 49ers quarterback Brock Purdy recently became a company investor, according to a news release.

More Penn State Football

Penn State Football on SI.com

The latest Penn State bowl projections

The 18 most interesting stats of Penn State's regular season

For Penn State, the 2024 season starts now

Penn State's offense makes a statement against Michigan State

The Penn State-Michigan State report card

Penn State 42, Michigan State 0: An exclamation point for the Lions

AllPennState is the place for Penn State news, opinion and perspective on the SI.com network. Publisher Mark Wogenrich has covered Penn State for more than 20 years, tracking three coaching staffs, three Big Ten titles and a catalog of great stories. Follow him on Twitter @MarkWogenrich. And consider subscribing (button's on the home page) for more great content across the SI.com network.