Since the NCAA greenlit name, image, and likeness earnings in 2021, the college sports landscape has undergone a seismic shift. The NIL market exploded from $917 million in 2021–22 to a projected $1.67 billion for 2024–25, with forecasts pointing to a $2 billion-plus valuation in 2025. This transformation has empowered athletes—some as young as 17—to present Division I programs with demand lists, often requiring a guaranteed NIL deal.
Driving this surge are recruiting battles, national sponsors, and booster-backed collectives. Revenue-sharing plans will soon let schools allocate up to $20.5 million annually for athlete compensation, further tilting the balance of power.
College Athletes Poised to Earn Millions in NIL Era, Coaches Poll Finds
Since the NCAA’s 2021 policy shift following NCAA v. Alston, college athletes have seen a dramatic transformation in their earning potential. What was once prohibited—profiting from their name, image and likeness (NIL)—has now ballooned into a multi-billion-dollar industry.
According to Opendorse, the current NIL market is valued at $1.7 billion, with projections hitting more than $2 billion by 2025. Around 80% of those deals are brokered by collectives, but only 30% are publicly reported.
In a recent survey by Jeff Goodman, more than 25 high-major coaches revealed current NIL salary estimates: elite players (top 10–15) now command between $2.5 million and $4 million annually. All-league athletes typically earn between $1.5 million and $2.5 million, while starters fall in the $500,000 to $1.5 million range. Bench players still benefit significantly, making between $200,000 and $700,000.
I polled 25-plus high-major coaches and this is what I came up with as far as salary numbers for this season.
Obviously, there will be some outliers but this is a pretty good feel for what guys are getting now.
PROJECTED ELITE GUYS (Top 10-15): $2.5 to 4 million
PROJECTED…
— Jeff Goodman (@GoodmanHoops) April 11, 2025
Top individual earners highlight the scale of this shift. Texas quarterback Arch Manning leads the list with a $6.5 million NIL valuation. He is followed by Duke’s Cooper Flagg ($4.8 million), Miami’s Carson Beck ($4.3 million), LSU gymnast Livvy Dunne ($4.1 million), and Ohio State wide receiver Jeremiah Smith ($4 million).
Several other football and basketball stars, including AJ Dybantsa (BYU), DJ Lagway (Florida), and LaNorris Sellers (South Carolina), are estimated in the $3.3–$3.8 million range.
Beyond individual deals, schools are preparing for a standardized compensation model. A proposed $2.8 billion antitrust settlement could authorize direct payments from institutions, allowing athletic departments to allocate roughly $20 million per year to athletes beginning in fall 2025. Advocates argue this would reduce the influence of unregulated collectives and bring consistency to athlete compensation.
KEEP READING: When Do College Basketball Teams Announce Their Schedules for the Upcoming Season?
Data from The Black Book, compiled by Opendorse and referenced in lawsuits like House v. NCAA, shows SEC quarterbacks at the top of the earnings ladder, averaging $1,043,252. Power Four quarterbacks follow closely at $819,020, underscoring the disparity across conferences and positions.
College Sports Network has you covered with the latest news, analysis, insights, and trending stories in football, basketball, and more!
