Three years ago, college athletes had zero financial leverage regarding sponsorship deals. Fast-forward to 2025, and players like Arch Manning are securing NIL contracts worth $6.5 million—a staggering figure, especially compared to the NFL’s minimum rookie salary of $795,000.
With brands like Nike, Gatorade, and Beats by Dre pouring millions into partnerships, NIL deals have become one of college athletes’ most lucrative financial opportunities. Some players even choose to stay in school longer rather than declare themselves for the NFL Draft, knowing their NIL earnings can exceed pro contracts.
But which brands dominate the NIL landscape? Here are the major brands that are actively contributing to the NIL revolution.
NIL Giants Revealed: Which Brands Offer the Most Lucrative Deals For College Football’s Athletes?
Nike
Nike has always been a leader in athlete endorsements, and its NIL strategy only strengthens that reputation. The brand has landed major deals with stars like Bronny James, Caitlin Clark, Travis Hunter, and Shedeur Sanders. These partnerships span basketball, football, and track and field, ensuring Nike’s presence in multiple sports.
Nike’s focus on generational talent is clear, especially with Shedeur’s recent partnership. It continues his father, Deion Sanders’ historic Nike connection from the 1990s. As Shedeur noted, he hopes his NIL deal will help revive and modernize his father’s Nike Air DT Trainer line, showcasing how NIL partnerships can carry historical significance while shaping the future of athlete branding.
Adidas
Adidas has made a big move in the world of NIL deals. They launched a program that includes 109 Division I schools, giving thousands of athletes the chance to earn money as brand ambassadors. This initiative has positioned Adidas as a major player in collegiate sports sponsorships, particularly benefiting athletes at Kansas, Miami, and Arizona State.
Instead of focusing on individual athletes, they have formed strong partnerships with entire schools. As a result, numerous sports programs effectively represent their brand.
Gatorade
Gatorade has smartly made itself a top player in NIL deals. The brand targets athletes with high performance and endurance in sports like basketball, football, soccer, and track & field.
They’ve already teamed up with stars like Paige Bueckers, Shedeur Sanders, DJ Lagway, and Dia Bell, a five-star quarterback from Texas. By partnering with top talent early, Gatorade is solidifying its substantial presence in college and pro sports, making it one of the leading brands in the NIL world.
Beats by Dre
The audio software company is turning up the volume on its NIL game. The audio giant recently launched its new “Beats Elite” campaign, featuring 11 exceptional college football stars. Big names like Jalen Milroe, Carson Beck, and Shedeur Sanders lead the charge.
These athletes will be the face of Beats in new marketing campaigns. They’ll also receive custom headphones made just for them. Some players, like Milroe, even share Beats gear with their whole team. Moves like that help Beats build strong roots in college football and boost their presence across programs nationwide.
Red Bull
The popular Aussie energy drink brand, Red Bull, has made a big move in the NIL space by signing Texas quarterback Arch Manning to a historic multi-year deal. This deal makes Manning one of the highest earners in college football, with his NIL valuation reaching $6.6 million.
It shows their commitment to supporting top talent in the NIL world. Manning’s deal is just one example of how Red Bull uses these partnerships to boost its exposure. The brand loves working with elite athletes, especially those who fit their high-energy image.
Celsius Holdings
Celsius Holdings may not sign direct NIL deals, but the brand knows how to stay in the game. Instead of traditional sponsorships, it uses clever marketing to boost visibility and connect with athletes who promote healthy, active lifestyles. Their “Essential Six” campaign has helped the brand become a major player in athlete sponsorships.
Partnerships with athletes like Jayden Daniels and Juan Soto strengthen their presence in sports and performance-focused markets, even without official NIL deals. They have also partnered with Donovan Edwards, Dillon Gabriel, Jalen Milroe, DJ Uiagalelei, and Heisman Trophy winner Travis Hunter to expand their NIL presence rapidly.
Nautica
Nautica is growing its presence in the NIL world, featuring LSU gymnast Livvy Dunne and Missouri wide receiver Luther Burden III in its Fall 2024 “New Legends” campaign. Dunne, one of the highest-paid female college athletes, has an impressive NIL valuation of $3.4 million.
Meanwhile, Luther, a first-team All-SEC star, has seen his NIL value grow from $769K last year after partnering with the American apparel brand. Nautica’s focus on college sports sponsorships is part of a larger trend, as NIL earnings reached over $1.6 billion in 2025. This shows the brand’s dedication to partnering with top young talent.
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