The introduction of the NCAA’s Name, Image, and Likeness (NIL) policy upended the governing body’s amateurism model. The sport is still in the early stages of a new era, with athletes making the most of new opportunities available to them — ones that should’ve always been there.
Which players have the highest NIL valuations in 2024, and what are some of their biggest deals?
Top 10 NIL Deals in 2024
It is difficult to narrow down the NIL values of each college football player as no central institution or regulatory body oversees and reports on these matters. Deals don’t have to be disclosed publicly, and as such, evaluating individual contract values and even total valuations for players isn’t straightforward.
This list is the projection of the highest NIL earners from the On3 college football NIL rankings, and details are provided of the exact deals for each player where they are disclosed.
10) Dillon Gabriel, QB, Oregon
Dillon Gabriel transferred from Oklahoma to Oregon for the 2024 season, becoming one of the top 10 NIL earners in the process. On3 set his NIL valuation at $1.7 million, and while the exact details are unknown, Gabriel has signed deals with Brand Unlimited, Beats by Dre, and Celsius.
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He has also shared the wealth, presenting his high school — Mililani in Hawaii — with new uniforms and other gifts through partnerships with Nike, Riddell, EvoShield, and more. Additionally, Gabriel partnered with The GLD Shop to present his Oregon teammates with custom-made jewelry.
9) Nico Iamaleava, QB, Tennessee
The hype for Nico Iamaleava since he signed on Rocky Top has been palpable, with the Vols’ QB signing NIL deals before he even set foot on campus.
Iamaleava’s On3 NIL valuation is $1.9 million, and multiple deals have been reported, including one with Beats by Dre. In early 2023, Iamaleava signed deals with Spyre Sports Group — a Volunteers NIL collective. The Athletic reported that Iamaleava signed an $8 million, three-year deal with the collective.
Then, in December 2023, it was revealed that several Tennessee players, including Iamaleava, had signed a NIL deal with Top Tier Authentics, but the amounts distributed were not detailed.
8) Carson Beck, QB, Georgia
Carson Beck signed multiple NIL deals in 2023, building the foundation for his On3 valuation of $1.9 million. However, his name recognition has only grown, resulting in deals with Leaf Trading Cards, Zero FG Energy Drink, and The Players Lounge, a platform that produces “athlete-driven content and experiences.”
Most recently, Beck landed a massive agreement with private jet company AirStar Charter in August and partnered with Chipotle, debuting “The Carson Beck Bowl” at the back end of September.
7) Cam Ward, QB, Miami
The newest addition to the list, Cam Ward has absolutely lit up every defense he has faced since transferring in from Washington State. However, it’s the way he has done it that has blown up on social media, as Ward’s swagger and confidence oozes off the screen.
The result? A $1 million increase over his $934,000 On3 NIL valuation from when he first landed in Miami.
Ward’s first endorsement deal came from the Canes Connection collective back in February and was quickly followed by a multi-year NIL agreement with an unnamed Fortune 500 company.
The 6’2″ senior expanded his NIL brand roster early in September 2024, partnering with Nutrabolt’s C4 Energy. As a brand ambassador for one of the nation’s fastest-growing energy drink companies, Ward will promote C4 products through his social media and star in digital campaigns.
6) Jaxson Dart, QB, Ole Miss
Jaxson Dart led the Ole Miss Rebels to their first-ever 11-win season in 2023, bolstering his NIL value in the process.
On3 set the total worth of Dart’s NIL deals at $2.1 million. However, the individual values of each opportunity haven’t been disclosed at this point.
Dart has a deal with the Grove Collective — an Ole Miss NIL collective — who partnered with The Brandr Group to pen a contract with Wheels Up. The deal involves players giving back to the community on behalf of the private jet company.
The Rebels’ QB also has deals with NextGenCamps, Dick’s Sporting Goods, and C Spire, with the latter two estimated to be in the six-figure range.
5) Jalen Milroe, QB, Alabama
Alabama QB Jalen Milroe currently holds an On3 NIL valuation of $2.2 million and has signed several deals dating back to 2022.
Rhoback, Beats by Dre, and HEYDUDE Shoes all signed deals with Milroe in 2023. Meanwhile, “Yea Alabama” — the official NIL Collective of the Crimson Tide — has also helped secure opportunities for the dual-threat quarterback.
Those deals include the LANK brand, created by Milroe and former teammate Terrion Arnold to sell merchandise, in addition to the Jalen Milroe Youth Football Camp.
To further maximize his personal brand, Milroe signed with brand management and production company Improbable Media, co-founded by NBA star Giannis Antetokounmpo and ESPN basketball analyst Jay Williams, this offseason.
4) Quinn Ewers, QB, Texas
The list of NIL deals signed by Texas QB Quinn Ewers is extensive, as he was the original poster child of the policy. It stretches back to 2021 when he announced his first NIL deal with Holy Kombucha after reclassifying to join the Ohio State Buckeyes early out of high school.
Ewers also signed two other deals at that time, with Ricart Automotive and GTSM –- who reportedly inked a contract worth over $1 million with Ewers.
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Since then, Ewers has penned deals with Aston Martin Dallas, Fortnite, Wrangler, Sonic, Beats by Dre, Vanguard Volkswagen, Goldinity, and, most recently, Nicholas Air. Unsurprisingly, that’s just scratching the surface.
Ewers’ ever-growing list of NIL opportunities has led to On3 giving him an NIL valuation of $2.2 million in 2024.
3) Arch Manning, QB, Texas
Ewers isn’t the only Longhorns QB in the top 10. In fact, he isn’t even the Texas QB with the highest valuation. That title belongs to Arch Manning, who topped the 2023 list as a true freshman.
The hype around him stemmed from an exceptional high school career … and his family name. Manning’s first known deal was with Panini America, who auctioned off signed cards from the QB. The first-ever signed Manning card sold for over $100,000.
Then, the NFL legacy signed a $50,000-60,000 deal with EA Sports to promote the highly anticipated release of College Football 25 this summer.
The queue of brands looking to capitalize on the Manning name, not to mention his standing as the next-in-line to the Longhorns’ starting QB job as the program begins its dive into the lucrative SEC market, is substantial, bringing his NIL valuation to $3.1 million.
2) Travis Hunter, CB, Colorado
Travis Hunter is the only non-QB in the top 10, highlighting the importance of the position. Yet, the fact that he is so high on the list, with a valuation of $3.1 million, speaks to Hunter’s groundbreaking impact as a true two-way star.
Just to name some of the brands who’ve been fortunate enough to earn Hunter’s signature: Leaf Trading Cards, FreeForm Sports, Rock ‘Em Socks, Cheez-It, Greenwood, SoHoodie, NXTRND, American Eagle, Phil Long Ford, and NerdWallet.
Hunter is less than a year from officially becoming the NFL’s version of Shohei Ohtani, a generational talent who dominates on both sides of the ball. With that comes plenty of lucrative revenue streams.
1) Shedeur Sanders, QB, Colorado
The top NIL valuation given by On3 goes to Colorado QB Shedeur Sanders, valued at an astonishing $5.1 million — just $1.1 million less than the second and third-placed players on this list combined. It’s also up considerably from $1.3 million one year ago.
No wonder Sanders returned to Colorado instead of entering the NFL Draft. The son of Buffaloes head coach Deion Sanders, the name association, of course, plays a part. However, Colorado has become one of the trendiest college programs with Coach Prime at the helm.
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After transferring from Jackson State to follow his father to Boulder, Sanders has signed deals with some of the biggest brands on the globe, including Beats by Dre, Gatorade, Mercedes-Benz, Under Armour, Oikos, Urban Outfitters, Google, and, as of August, Nike.
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