Many analysts have recently suggested putting restrictions on NIL deals to help mid-tier and smaller programs recruit better players. But if an athlete knows that joining a big program like Alabama could improve his life — maybe even allow him to give his parents a brand-new Mercedes-Benz — why would he choose to go to a smaller school?
That’s why some people oppose restricting NIL deals. Take Alabama QB Keelon Russell — he gifted his mom a $54,000 luxury car, and her priceless reaction went viral. If strict NIL regulations were in place, Russell could not earn $1.7 million annually in NIL deals, and we might have missed his mom’s priceless reaction.
‘Bama QB Keelon Russell Gifts Mother With $54K Mercedes GLC-Class
Recently, the college football community witnessed an unforgettable moment in the NIL era. Ahead of his first season with Alabama, quarterback Keelon Russell surprised his mom with a gift she’ll never forget — a brand-new Mercedes-Benz GLC-Class worth between $50K and $54K.
Right after receiving the luxury car, Russell’s mother, April Moore, took to Twitter to share the emotional moment.
She wrote, “To God be the Glory, thank you son for always making sure your momma is taken care of… ❤️❤️❤️❤️ @Pres1dential.” Her reaction was pure gold, as she was visibly overwhelmed with joy upon receiving the thoughtful gift.
To God be the Glory, thank you son for always making sure your momma is taken care of… ❤️❤️❤️❤️ @Pres1dential pic.twitter.com/dkPxulggAh
— April Moore (@AK3inc) May 20, 2025
The luxury car was a gift from his NIL earnings. His first NIL deal was with Panini America, marking his entry into the world of brand endorsements. Now, backed by Team IFA, he has secured multiple partnerships that bring him an estimated annual NIL earnings of $1.7 million.
The former Duncanville High School star has a taste for luxury, and his impressive NIL income supports that lifestyle.
Recently, he posted a video on Instagram showing off his custom-made, icy Skeleton Cartier watch with thorn details. It quickly caught the attention of the football community.
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Although Russell will likely not be starting as Alabama’s QB1 in the upcoming season, fans hope he continues to improve his skills, which would help increase his NIL valuation even further.
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