In a major move shaking up the world of college athletics, Toyota has signed Kentucky Wildcats guard Otega Oweh to a national endorsement deal, according to a new report. The partnership makes Oweh the first active NCAA men’s basketball player to sign with the global automotive giant.
Oweh, known for his explosive athleticism, lockdown defense, and high-energy play, has become a rising star in college basketball. His deal with Toyota marks another major moment in the evolution of the NCAA’s Name, Image, and Likeness (NIL) era — and a potential blueprint for other blue-chip athletes and powerhouse brands moving forward.
While financial terms were not disclosed, sources say the agreement includes national advertising, social media campaigns, and community initiatives aligned with Toyota’s youth empowerment and innovation platforms.
“Otega exemplifies passion, performance, and integrity — values that are core to our brand,” said a Toyota representative. “We’re thrilled to partner with him and support his journey, both on the court and beyond.”
This landmark deal follows Toyota’s recent announcement of a similar partnership with Ohio State quarterback Will Howard, signaling the company’s strategic expansion into the NIL space with top collegiate talent across multiple sports.
Oweh transferred to Kentucky after a breakout season at Oklahoma and has quickly established himself as a key contributor for the Wildcats. Now, with a national spotlight on his game and his brand, he becomes a trailblazer for NCAA basketball players in the endorsement arena.
Stay tuned for more details as this story develops.
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