In July 2021, college sports changed significantly when student-athletes were granted the ability to make money from their name, image, and likeness. This happened after a major Supreme Court case, NCAA v. Alston, ruled that the NCAA could no longer stop athletes from getting paid in specific ways.
Before this, college athletes couldn’t earn money from endorsements, sponsorships, or social media—even though schools and sports programs made billions from their talent. Now, athletes can earn income from promoting products, making appearances, and building their personal brands. Who are the 10 highest-paid athletes in NIL deals?
Top 10 Highest Paid Student Athletes in College Athletics
1. Arch Manning, Texas (Football)
NIL Valuation: $6.6 million
The Texas quarterback and member of the Manning football dynasty leads all college athletes in NIL earnings, with major deals including Red Bull and EA Sports.
This isn’t your typical NIL deal…
Arch Manning is exactly what NIL was meant for. He’s a superstar in the making with the most recognizable last name in football.
From where I see it, he’s worth every penny to Red Bull. Can’t wait to watch this kid get some more playing time… pic.twitter.com/fle5kOG3Is
— Dan Furman (@Dan_Furman) March 7, 2025
While he hasn’t even taken a full season’s worth of snaps for the Longhorns, Manning is expected to be one of the premier passers next season in college football. His name value significantly garners more than $6 million in sponsorship deals.
2. Shedeur Sanders, Colorado (Football)
NIL Valuation: $6.5 million
The Colorado quarterback and son of Deion Sanders boasts partnerships with Nike, Gatorade, and Mercedes-Benz, among others. Recently, he was selected in the fifth round of the 2025 NFL Draft. While he isn’t in college sports anymore, the deals he made during his collegiate years will be a mark players aim for for years.
3. Cooper Flagg, Duke (Basketball)
NIL Valuation: $4.8 million
As a top recruit for Duke, Flagg’s NIL valuation reflects his potential as a future NBA star. In his freshman year with the Blue Devils, Flagg went off, averaging 19.2 points per game on the way to a Final Four appearance. He is widely expected to be the first overall pick in the 2025 NBA Draft.
4. Carson Beck, Miami (Football)
NIL Valuation: $4.3 million
After transferring from Georgia, Beck’s NIL value surged with endorsements from Beats by Dre, Chipotle, and Morgan & Morgan.
He’ll likely have one more season—this one for the Miami Hurricanes—to prove he has NFL-level talent.
5. Livvy Dunne, LSU (Gymnastics)
NIL Valuation: $4.1 million
The most-followed NCAA athlete on social media, Dunne has deals with Vuori, American Eagle, and Sports Illustrated, making her the highest-paid female college athlete.
While she intended to compete in a fifth season, granted due to the COVID-19 pandemic, she was injured early in the year. She announced her retirement from gymnastics in late April, but has since been making headlines for her relationship with Pittsburgh Pirates pitcher Paul Skenes, who also went to LSU.
6. Jeremiah Smith, Ohio State (Football)
NIL Valuation: $4 million
The Ohio State wide receiver has secured endorsements with Nintendo and Red Bull, reflecting his status as one of college football’s top talents. As a rising sophomore, he’ll be the biggest offensive weapon for the Buckeyes as they try to repeat as national champions.
7. AJ Dybantsa, BYU (Basketball)
NIL Valuation: $3.8 million
Projected top pick in the 2026 NBA Draft, Dybantsa’s NIL deal with BYU highlights the growing influence of NIL in college basketball. The BYU commit hasn’t even played any college basketball yet, but is one of the most talked-about recruits in recent memory.
8. DJ Lagway, Florida (Football)
NIL Valuation: $3.8 million
The Florida quarterback’s NIL valuation underscores his prominence in college football’s landscape.
RELATED: Top 10 Men’s Basketball Teams That Spent the Most NIL in 2025
The Gators will look to make a playoff push, despite competing in a tough SEC with the likes of Georgia, LSU, and Tennessee.
9. LaNorris Sellers, South Carolina (Football)
NIL Valuation: $3.7 million
Sellers’ NIL value highlights his impact and potential within the South Carolina football program.
10. Bronny James, USC (Basketball)
NIL Valuation: $3.2 million
Son of NBA legend LeBron James, Bronny has secured deals with Nike, Beats by Dre, and PSD Underwear, capitalizing on his massive social media following.
While he is no longer in college, currently playing for the Los Angeles Lakers with his father Lebron, his NIL impact in just one season was amazing to watch.
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