Since the NCAA lifted restrictions on Name, Image, and Likeness (NIL) earnings in 2021, college athletes have been cashing in on their personal brands like never before. What started as a trickle of endorsement deals has turned into a full-blown industry, with some student-athletes now making millions before ever turning pro. From football quarterbacks to gymnastics stars, NIL has reshaped the recruiting landscape and empowered athletes to monetize their fame.
Here’s a look at the top 10 NIL earners in 2025, based on estimated valuations from On3 and Sports Illustrated.
🥇 1. Arch Manning – $6.5 million
School: Texas
Sport: Football (Quarterback)
The Manning name carries weight, and Arch is living up to the legacy. Now the starting QB for the Longhorns, he’s inked deals with Red Bull, Panini America, and EA Sports. His NIL valuation tops the charts at $6.5 million.
🥈 2. Cooper Flagg – $4.8 million
School: Duke
Sport: Basketball (Forward)
The freshman phenom led Duke to a 28-3 regular season and earned ACC Player of the Year honors. His marketability has soared, landing him a $4.8 million NIL valuation.
🥉 3. Carson Beck – $4.3 million
School: Miami
Sport: Football (Quarterback)
After transferring from Georgia, Beck became a star at Miami. His deals with Beats by Dre and Chipotle have boosted his NIL value to $4.3 million.
4. Livvy Dunne – $4.1 million
School: LSU
Sport: Gymnastics
With over 5 million Instagram followers, Dunne’s social media influence is unmatched. Her endorsements have propelled her NIL valuation to $4.1 million.
5. Jeremiah Smith – $4 million
School: Ohio State
Sport: Football (Wide Receiver)
Smith’s on-field performance and off-field deals with Nintendo and Red Bull have earned him a $4 million NIL valuation.
6. DJ Lagway – $3.8 million
School: Florida
Sport: Football (Quarterback)
Despite an injury-shortened season, Lagway’s potential and deals with Nintendo and Epic Games have kept his NIL value at $3.8 million.
7. LaNorris Sellers – $3.7 million
School: South Carolina
Sport: Football (Quarterback)
Named National Freshman Offensive Player of the Year, Sellers’ dynamic play and Cheez-It endorsement have him valued at $3.7 million.
8. Garrett Nussmeier – $3.6 million
School: LSU
Sport: Football (Quarterback)
Leading one of the nation’s top passing attacks, Nussmeier’s performance and Powerade commercial appearance have boosted his NIL valuation to $3.6 million.
9. Cade Klubnik – $3.3 million
School: Clemson
Sport: Football (Quarterback)
Klubnik’s impressive stats and a deal with Beats by Dre have contributed to his $3.3 million NIL valuation.
10. Drew Allar – $3.2 million
School: Penn State
Sport: Football (Quarterback)
Allar’s strong season and growing brand presence have earned him a $3.2 million NIL valuation.
What This Means for Aspiring Athletes
The NIL era has transformed college athletics, offering student-athletes unprecedented opportunities to monetize their talents and personal brands. For those aiming to capitalize on NIL deals, building a strong social media presence, engaging with fans, and delivering standout performances are key. As the landscape continues to evolve, athletes who can effectively market themselves will find new avenues for success both on and off the field.