College football’s landscape keeps shifting, and the Name, Image, and Likeness (NIL) era has changed the game for student-athletes in a big way. Players now get to negotiate their own deals, and it’s wild to see some of the numbers they’re pulling in before they ever set foot in the NFL.
With this new freedom, recruiting feels different, and the transfer portal is buzzing with athletes chasing better opportunities. Let’s take a look at the top 30 highest-paid college football players for the 2025 season—and, honestly, some of these NIL valuations and endorsement deals are jaw-dropping.
Top NIL Valuations in College Football
The Sporting News put together a pretty thorough list of the highest-paid college football players for 2025. Some of these athletes are making more than a lot of professionals, and it’s all thanks to NIL deals.
Arch Manning: $5.5 Million
At the very top is Texas quarterback Arch Manning, sitting on a $5.5 million NIL valuation. He’s barely played, but with brands like Red Bull, Uber, and Panini America in his corner—not to mention his Texas NIL deal—he’s clearly a marketing magnet.
Carson Beck: $4.9 Million
Carson Beck made headlines by transferring from Georgia to Miami, skipping the NFL draft. The Hurricanes lured him with a hefty NIL package, plus he’s got endorsements from Chipotle, Powerade, and Beats by Dre. Can’t blame him for staying in college another year.
Jeremiah Smith: $4.2 Million
Ohio State’s Jeremiah Smith is just a sophomore, but he’s already considered one of the best. His freshman season was huge, and with Adidas and Ohio State behind him, he’s valued at $4.2 million.
Garrett Nussmeier: $4 Million
LSU’s quarterback Garrett Nussmeier is leading the Tigers into his second season as a starter. His deals with Nike and Powerade, plus his LSU NIL contract, add up to a solid payday.
LaNorris Sellers: $3.7 Million
After a breakout year, LaNorris Sellers from South Carolina locked in a new NIL deal with the Gamecocks. He’s only 20, but T-Mobile and others have helped push his valuation to $3.7 million.
Rising Stars and Their Lucrative Deals
Some players outside the top five are making waves with their own big NIL deals. It’s not just about talent—marketability matters more than ever.
Drew Allar: $3.2 Million
Penn State quarterback Drew Allar decided to stick around for another shot at a national title. Nike’s backing him, and his NIL valuation is at $3.2 million.
John Mateer: $3.2 Million
John Mateer left Washington State for Oklahoma and landed a major deal with the Sooners. He’s also got Adidas, Bose, and Panini America on his endorsement roster.
Bryce Underwood: $3 Million
Freshman Bryce Underwood made a splash by flipping from LSU to Michigan. Hollister and Beats by Dre are already on board, and his $3 million valuation could grow fast.
Darian Mensah: $2.8 Million
Darian Mensah transferred to Duke after a stellar year at Tulane. Most of his $2.8 million comes from a two-year deal with the Blue Devils.
Cade Klubnik: $2.8 Million
Clemson’s Cade Klubnik is a veteran at this point, starting his third season. He’s got endorsements with Beats by Dre, Chevrolet, and EA Sports—pretty nice lineup.
Notable Transfers and Their Impact
The transfer portal is almost a marketplace now, letting players chase big NIL paydays. Some of these moves have really paid off.
Josh Hoover: $2.6 Million
TCU’s Josh Hoover decided to stay put, even though he might’ve made more elsewhere. Loyalty counts for something, and he’s valued at $2.6 million.
Ryan Williams: $2.6 Million
Alabama wide receiver Ryan Williams has Nike and Beats by Dre in his corner. That helps explain his $2.6 million valuation.
Taylen Green: $2.6 Million
After three years at Boise State, Taylen Green moved to Arkansas. The Razorbacks’ NIL collective and his endorsements are giving his earnings a nice boost.
CJ Bailey: $2.5 Million
NC State’s CJ Bailey is only in his second season, but his NIL deal with the Wolfpack makes up most of his $2.5 million valuation.
Caleb Downs: $2.4 Million
Caleb Downs switched from Alabama to Ohio State and helped the Buckeyes win a national championship. His $2.4 million valuation feels pretty well-deserved.
Emerging Talents and Their Prospects
There’s a whole crop of new faces breaking into the NIL scene. Some of these guys could be household names soon enough.
Sam Leavitt: $2.2 Million
Arizona State’s Sam Leavitt came back to the Sun Devils with a bigger profile after a surprise playoff run. He’s valued at $2.2 million—not bad at all.
DJ Lagway: $2.2 Million
DJ Lagway took over as Florida’s starting quarterback in 2025. Lamborghini Orlando is among his endorsements, which definitely stands out, and he’s at $2.2 million.
Dylan Raiola: $2.2 Million
Dylan Raiola switched his commitment from Georgia to Nebraska and snagged an Adidas deal. His valuation? $2.2 million.
Jayden Maiava: $1.9 Million
USC’s Jayden Maiava transferred in from UNLV. His NIL deal with the Trojans makes up the bulk of his $1.9 million valuation.
Xavier Chaplin: $1.9 Million
Offensive lineman Xavier Chaplin went from Virginia Tech to Auburn. He quickly became one of the most sought-after players in the portal, and his $1.9 million valuation shows it.
Conclusion
The NIL era has shaken up college football in ways we couldn’t have predicted. Players now have real chances to earn money from their skills and personalities, not just their stats.
Names like Arch Manning and Carson Beck are everywhere, but rising talents like Bryce Underwood and Darian Mensah are making noise too. The financial side of college sports is changing fast, and honestly, it’s fascinating to watch.
If you’re curious about who’s getting paid the most and how those NIL valuations stack up, check out the Sporting News.
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