Since the NIL (Name, Image, and Likeness) policy kicked off in June 2021, college athletes have gotten a real shot at cashing in on their personal brands. Now, heading into the fifth season of the NIL era, the stakes and payouts are higher than ever—especially for the biggest names in college football.
This article takes a look at the top NIL deals of 2025. We’ll spotlight athletes who’ve shined on the field and built some pretty eye-catching portfolios off it, too.
The Evolution of NIL Deals
The NIL landscape has changed a lot since it first started. At the beginning, athletes weren’t sure what to expect, and brands didn’t exactly jump in with both feet.
But as time passed, everyone started to realize just how much potential was on the table. NIL deals are now a huge part of college sports, shaping recruitment and retention—and maybe even how players perform.
Schools have set up official collectives to help manage these deals, making sure their best athletes stay committed and motivated. It’s a new world, and everyone’s trying to figure out how to make the most of it.
Josh Hoover: TCU’s Offensive Leader
Junior quarterback Josh Hoover has been at the heart of TCU’s offense, passing for 2,372 yards and 22 touchdowns this season. He’s a 2026 draft prospect, and his NIL valuation sits at $2.3 million, mostly thanks to his partnership with TCU’s Collective, The Flying T Club.
Caleb Downs: Ohio State’s Defensive Star
Junior safety Caleb Downs has anchored Ohio State’s defense, racking up 25 solo tackles and two interceptions. His steady play has helped the Buckeyes stay undefeated, and his NIL valuation is now $2.4 million.
Downs’ deals include Panini America, Beats by Dre, Celsius, American Eagle Outfitters, and The Foundation, Ohio State’s official collective. That’s a pretty impressive lineup.
Top Playmakers and Their NIL Valuations
Let’s talk about some athletes who’ve made waves both on the field and in the NIL world. These players have landed major deals that show just how marketable they are:
Julian Sayin: Ohio State’s Offensive Dynamo
Sophomore quarterback Julian Sayin has thrown for 2,188 yards and 23 touchdowns this season. He’s a Heisman contender and a top playmaker, with an NIL valuation of $2.4 million thanks to his partnership with The Foundation, Ohio State’s collective.
Ryan Williams: Alabama’s Emerging Wide Receiver
Sophomore wide receiver Ryan Williams has 33 catches for 495 yards and three touchdowns, quickly becoming a key figure for Alabama. His NIL value is $2.4 million, with deals from New Era, Beats by Dre, Nike, Sally Hansen, and Hollister, plus support from Yea Alabama, the school’s collective.
Ty Simpson: Alabama’s Quarterback Contender
Quarterback Ty Simpson has put up 2,184 yards and 20 touchdowns, earning Heisman buzz and some NFL draft attention. His NIL valuation is $2.5 million, boosted by partnerships with Yea Alabama, Amazon Prime, Gatorade, Hugo Boss, and EA Sports.
Rising Stars and Their Lucrative Deals
A handful of athletes have stepped up as both leaders on the field and influencers off it, landing some pretty substantial NIL deals:
Fernando Mendoza: Indiana’s Leading Quarterback
Junior quarterback Fernando Mendoza has guided Indiana to a No. 2 ranking, throwing for 2,124 yards and 27 touchdowns. He’s a top Heisman contender, and his NIL valuation is $2.6 million, with his “Mendoza Mania” merchandise available through Indiana’s NIL store.
Bryce Underwood: Michigan’s Freshman Sensation
Freshman quarterback Bryce Underwood has put up 1,671 yards and eight touchdowns, showing off his promise. His NIL value is $3 million, mostly from a partnership with Champions Circle, Michigan’s NIL Collective, and brands like Hollister, Celsius, and Beats by Dre.
Garrett Nussmeier: LSU’s Senior Quarterback
Senior quarterback Garrett Nussmeier has thrown for 1,808 yards and 12 touchdowns. His steady play and MVP recognition have led to an NIL valuation of $3.3 million, with deals from Nike, Powerade, Raising Cane’s, and Bayou Traditions, LSU’s collective.
High-Value Transfers and Established Stars
Transfers and established stars are making waves in the NIL world, too. Some have pulled in record-breaking deals:
Darian Mensah: Duke’s Transfer Sensation
Redshirt sophomore quarterback Darian Mensah made the move from Tulane to Duke and has thrown for 2,572 yards and 21 touchdowns this season. His NIL valuation is $3.5 million, mainly from an $8 million, two-year deal tied to his transfer.
LaNorris Sellers: South Carolina’s Rising Star
Sophomore quarterback LaNorris Sellers has thrown for 1,536 yards and seven touchdowns, earning SEC Freshman of the Year honors. His NIL valuation is $3.5 million, with deals from Dick Dyer & Associates, T-Mobile, Beats by Dre, and Raising Cane’s.
Carson Beck: Miami’s Quarterback Prospect
Junior quarterback Carson Beck has thrown for 1,947 yards and 14 touchdowns, though he’s had some ups and downs. His NIL value is $3.9 million, tied to a deal with the Canes Connection NIL collective, which played a big part in his transfer to Miami.
Top NIL Valuations in College Football
Looking at the highest NIL valuations in college football, it’s pretty clear these athletes have turned their on-field success into powerful personal brands:
Jeremiah Smith: Ohio State’s Wide Receiver
Wide receiver Jeremiah Smith has 55 catches for 725 yards and nine touchdowns, earning a spot as a Heisman candidate. His NIL valuation is $4.2 million, with partnerships including Red Bell, EA College Football, 7-Eleven, Adidas, American Eagle Outfitters, Lululemon, and Nintendo.
Arch Manning: College Football’s Prominent Face
Sophomore quarterback Arch Manning has thrown for 2,123 yards and 18 touchdowns. He’s still the guy everyone’s watching in the NIL era.
His NIL valuation sits at $4.8 million, thanks in part to a headline partnership with Panini America. He’s also landed deals with Warby Parker, Raising Cane’s, Uber, and EA Sports.
For a comprehensive look at the top NIL deals in 2025, check out Pro Football Network.
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