- Colorado Buffaloes football players Julian Lewis, DeKalon Taylor, DeAndre Moore Jr., and Liona Lefau star in Taco Bell’s latest commercial campaign.
- The promotion brings back the $7 “Buffs Box,” which includes four collectible cups featuring each athlete at participating Colorado locations.
- Franchise group Alvarado Restaurant Nation pledges a $200 donation to the Golden Buffalo Scholarship Fund for every point Colorado scores this regular season.
- The deal marks the second straight year quarterback Julian Lewis has partnered with Taco Bell for a statewide NIL promotion.
Fast-food chain Taco Bell has teamed up with four University of Colorado football standouts for an exciting season kickoff campaign. Quarterback Julian Lewis, running back DeKalon Taylor, wide receiver DeAndre Moore Jr., and linebacker Liona Lefau lead the second annual “Buffs Box” promotion.
Starting August 20, 2026, participating restaurants throughout Colorado offer the $7 meal deal. Each box features classic menu items and one of four collectible cups displaying the players.
Alongside the merchandise, Taco Bell franchisee Alvarado Restaurant Nation introduced the “Every Point Matters” initiative, donating $200 to the Golden Buffalo Scholarship Fund for every point the team scores during the regular season.
This campaign builds on the market value of sophomore quarterback Julian Lewis, who also starred in Taco Bell’s 2025 campaign.
Beyond his work with the restaurant chain, Lewis holds NIL partnerships with Gym Weed, Leaf Trading Cards, Jaxxon, and Cactus Jack. He is joined by key teammates, including Texas transfer DeAndre Moore Jr. and dynamic playmaker DeKalon Taylor.
The deal shows how collegiate athletes continue to secure regional and national marketing deals. Just as Keelon Russell and Caden Durham signed NIL deals with Reign Total Body Fuel, college football stars are gaining valuable brand experience before reaching the pros.
These grassroots partnerships also reflect wider college sports trends, such as when Livvy Dunne partnered with Junkless to launch a nationwide NIL athlete contest.
Taco Bell has a long track record of working with major sports and entertainment figures, having previously launched campaigns with LeBron James and James Harden.
The brand also frequently connects with music audiences, highlighted when Doja Cat appeared at Taco Bell’s Live Más event to introduce new pizzas.
Takeaways
This campaign reflects how college sports marketing has evolved from simple social media posts into full consumer retail activations.
By integrating collectible player cups directly into restaurant locations and adding a community charity pledge for on-field points, Taco Bell and its local franchise operators create an incentive structure that ties brand sales directly to team performance.
For young athletes like Julian Lewis and his teammates, these multi-player deals provide mainstream commercial exposure and professional media training well before they enter draft conversations.
How will community-driven donation incentives change the way local businesses structure collegiate NIL partnerships? Will collectible retail merchandise become a standard requirement for fast-food brands sponsoring college sports teams?
