UT and Humann: A Heart Health Play Beyond the Arena

AUSTIN, TX – February 12, 2026 – This February, the roar of the crowd at the Moody Center during Texas Longhorns basketball games will be about more than just fast breaks and three-pointers. As part of American Heart Health Month, Texas Athletics is partnering with Austin-based cardiovascular supplement brand Humann on a series of immersive in-game experiences designed to make the invisible work of the heart visible to thousands of fans.

Players will warm up in custom shootaround shirts emblazoned with the phrase “In Our Veins.” Later in the game, the entire arena will be bathed in red light during a first-of-its-kind “red-out” moment. These are not just clever marketing stunts; they are carefully orchestrated events meant to connect the explosive power of elite athletes with the quiet, constant work of the cardiovascular system. The partnership aims to leverage the high-octane environment of college sports to reframe the conversation around heart health, moving it from a distant, clinical concern to an immediate, active component of performance and daily life.

“For us, this is about bringing something meaningful in an exciting and engaging way to our fans and our community,” said UT Vice President and Folger Family Director of Athletics Chris Del Conte in a statement. The collaboration, managed by Longhorn Sports Properties, seeks to use the university's platform to make a tangible impact on public health awareness.

From Lab Bench to Basketball Court

The partnership between Humann and The University of Texas is more than a simple sponsorship; it's a homecoming. Humann’s origins are deeply rooted in the university's own research labs. The company was founded on science related to nitric oxide (NO), a crucial signaling molecule in the cardiovascular system whose discovery earned Dr. Ferid Murad a Nobel Prize in 1998. This molecule signals blood vessels to relax and dilate, improving blood flow and the delivery of oxygen and nutrients throughout the body—a process fundamental to both athletic endurance and overall health.

Dr. Nathan Bryan, a biochemist who earned his undergraduate degree at UT Austin, was a key figure in this journey. Recruited to the University of Texas Health Science Center at Houston by Dr. Murad himself, Dr. Bryan’s research led to numerous patents related to nitric oxide, which ultimately formed the technological basis for Humann’s products. The company, formerly known as Neogenis Labs, holds an exclusive license for this technology, making it a direct commercial spin-off of the university's intellectual property.

This shared history adds a layer of authenticity to the current collaboration. The science that began in a UT lab is now being demonstrated on a UT court. Humann’s flagship product, SuperBeets®, is designed to support the body’s nitric oxide production. The company claims one teaspoon of its powder contains the nitric oxide equivalent of three whole beets, leveraging patented technology to preserve the crucial nitrates. While much of the supporting evidence for the product's efficacy comes from broader research on beetroot or company-funded studies, the underlying science of nitric oxide's role in vasodilation is well-established.

Redefining Health Campaigns in the NIL Era

The Humann-Texas Athletics collaboration is a powerful case study in the evolution of health communication and sports marketing. By embedding its message within the fan experience, the campaign bypasses traditional advertising to create a memorable, emotional connection. This strategy is particularly effective in reaching younger demographics who are often less engaged by conventional public health messaging.

The partnership also taps into the most transformative force in modern college sports: Name, Image, and Likeness (NIL). The campaign includes NIL storytelling with UT student-athletes, including women's basketball standout Rori Harmon, to further reinforce the link between elite performance and everyday cardiovascular wellness. For brands, athletes offer an authentic voice to connect with audiences on a personal level.

However, the rise of NIL deals with supplement brands has introduced a complex set of considerations. For student-athletes, the primary concern is safety and eligibility. The risk of ingesting a banned substance, even unknowingly, is a career-ending threat. This has placed a premium on third-party certifications. Humann states that its SuperBeets products are NSF Certified for Sport, a crucial designation that verifies products are free from substances banned by major athletic organizations. This certification is a key selling point for the more than 200 collegiate and professional sports programs that trust the brand.

“When athletes push through the final minutes of a physically challenging game, you’re watching cardiovascular health in action,” noted Joel Kocher, CEO and Co-Founder of Humann. “That same system is foundational to heart health and everyday wellness for all of us.” This statement encapsulates the campaign's core strategy: using the visible peak performance of athletes to illustrate an invisible, universal biological process.

The Business of Wellness and the Power of the Platform

This partnership exists at the intersection of several booming industries. The global cardiovascular health supplements market is on a significant upward trajectory, projected to grow from around $13 billion in 2024 to over $23 billion by 2029. Within this space, the beetroot supplement segment is a rapidly expanding niche. Humann, with its strong scientific narrative and strategic sports partnerships, is well-positioned to capture a significant share of this market.

The collaboration is a prime example of how universities are leveraging their two most powerful assets—intellectual property and athletic programs—in a symbiotic relationship. UT's research creates a commercially viable product, and its athletic department provides a high-profile platform to market it. This model benefits the university through licensing revenue and enhances its reputation for innovation, while providing the corporate partner with unparalleled brand visibility and credibility.

Beyond the Moody Center, the campaign extends to retail activations across the country, aiming to translate the excitement of game day into consumer purchasing habits. By bringing Heart Health Month into the mainstream of sports and culture, Humann and Texas Athletics are not just selling a product; they are promoting a proactive, modern approach to wellness. The initiative aims to spark a broader conversation, reframing cardiovascular health as something that is not merely the absence of disease, but an active, essential component of a vibrant life, both on and off the court.