In one of the boldest branding moves ever made by an NFL athlete, Las Vegas Raiders defensive superstar Maxx Crosby has reportedly agreed to a $50 million Name, Image, and Likeness (NIL) deal with luxury automotive giant Mercedes-Benz, making him the company’s newest global brand ambassador.
The landmark partnership, officially confirmed Tuesday morning, positions Crosby as the face of several upcoming international marketing campaigns, with a heavy focus on Mercedes-Benz’s expanding electric vehicle (EV) line and global lifestyle initiatives.
Crosby, never one to shy away from making a statement, delivered a powerful and passionate announcement via social media, marking the start of a new chapter in his off-field career.
“I’ve always believed that hard work, discipline, and staying true to yourself will take you places no one expects,” Crosby said in a high-energy promotional video. “Partnering with Mercedes-Benz is bigger than a brand deal—it’s a reflection of what I stand for: power, performance, and purpose.”
Inside the $50 Million Deal
The multi-year NIL agreement makes Crosby one of the highest-paid non-quarterback brand ambassadors in sports and is groundbreaking in how it blends luxury branding with NFL star power. The deal reportedly includes:
•Global TV and digital advertising campaigns featuring Crosby promoting the new line of Mercedes-Benz EVs
•A signature vehicle collaboration, with a special-edition Crosby-inspired design expected to debut in 2026
•Appearances at international auto shows, red carpet events, and NFL global games
•Lifestyle content and docuseries production highlighting Crosby’s journey from underdog to All-Pro
•Community initiatives and sustainability campaigns led by Crosby and Mercedes-Benz in both Las Vegas and his home state of Texas
The deal was finalized in close coordination with Crosby’s representation and Mercedes-Benz’s global marketing division, who identified the Raiders defensive end as “a once-in-a-generation personality” that combines elite athleticism with personal grit and authenticity.
A Symbol of Power and Resilience
Maxx Crosby, drafted by the Raiders in 2019, has become the face of the franchise and a symbol of toughness, consistency, and leadership. Known for his relentless pass-rushing ability, work ethic, and public battle with addiction—followed by long-term sobriety—Crosby’s story has made him one of the most respected players in the league.
Mercedes-Benz officials say his journey from overlooked prospect to All-Pro defender was key to the partnership.
“Maxx Crosby represents the kind of strength, focus, and excellence that defines our brand,” said a Mercedes-Benz spokesperson. “He’s not just a top-tier athlete—he’s a cultural force.”
NIL in the Pro Ranks?
While NIL (Name, Image, and Likeness) agreements were originally designed for college athletes, the term is increasingly being used to describe non-contract brand partnerships at the professional level—especially those centered on individual player branding.
Crosby’s deal with Mercedes-Benz is not connected to his NFL playing contract or team sponsorships but is based on his personal brand, allowing him full creative and promotional control.
What’s Next?
Crosby is expected to appear in his first global Mercedes-Benz ad campaign later this summer, with a major launch event scheduled in Las Vegas ahead of the 2025 NFL season. He will also travel internationally during the league’s Global Games series, serving as a featured ambassador for both the NFL and the luxury auto brand.
Meanwhile, Crosby continues preparing for the new season under the Raiders’ newly appointed head coach, with expectations high for a playoff push.
“This is just the beginning,” Crosby added. “I’m grateful. I’m locked in. And I’m ready to lead—on the field, in the community, and on the global stage.”
