The landscape of collegiate athletics has changed significantly in recent years, particularly since Name, Image, and Likeness (NIL) partnerships were introduced. These changes have opened the door for student-athletes to earn substantial incomes while still competing at the collegiate level. As a result, the focus has shifted toward identifying the highest paid college athletes. They are now leveraging their athletic talent, social media influence, and personal brands to secure lucrative endorsement deals and sponsorships. These athletes are no longer just rising stars on the field or court—they are becoming business moguls in their own right. From football quarterbacks to basketball phenoms. The earning potential for student-athletes has reached unprecedented levels, sparking both admiration and debate across the sports industry.
Top 10 Highest Paid College Athletes
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Bronny James – USC Basketball
Bronny James, son of NBA legend LeBron James, is arguably the most marketable college athlete today. As a freshman at USC, Bronny’s popularity extends far beyond the basketball court. He has landed multi-million dollar NIL deals with well-known companies like Nike, Beats by Dre, and PSD Underwear thanks to his strong social media presence and celebrity heritage. Despite health-related setbacks early in his college career, Bronny continues to be one of the most followed and talked-about young athletes. His estimated NIL value exceeds $6 million, making him the highest paid college athletes in the country. Bronny’s brand power, charisma, and connection to the NBA world have set a new benchmark for what college athletes can achieve both athletically and commercially.
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Shedeur Sanders – Colorado Football
One of the biggest names in college football is Shedeur Sanders, the quarterback for the Colorado Buffaloes and the son of NFL Hall of Famer Deion Sanders. His dynamic playstyle, leadership on the field, and charismatic personality have made him a magnet for major endorsement deals. After transferring from Jackson State, Shedeur gained even more exposure under his father’s coaching at Colorado, helping elevate the team’s national profile. With NIL deals from companies like Gatorade, Beats by Dre, and Mercedes-Benz, Shedeur’s estimated earnings are around $4.8 million. His presence on social media and his ability to perform under pressure have significantly increased his marketability.
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Livvy Dunne – LSU Gymnastics
Olivia “Livvy” Dunne has become a household name not only because of her exceptional talent in gymnastics but also due to her massive influence on social media platforms like TikTok and Instagram. Dunne, who plays for LSU, has drawn millions of fans with her persona, performances, and lifestyle posts. She was one of the first female athletes to fully capitalize on NIL opportunities, landing partnerships with brands like Vuori, American Eagle, and Forever 21. Her NIL valuation is estimated at over $3 million, making her one of the highest paid college athletes—and certainly the top-earning female. Dunne’s rise proves that branding, personality, and a strong online presence can be just as valuable as athletic performance in the NIL era.
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Arch Manning – Texas Football
One of the most prestigious names in football is that of Arch Manning, the nephew of Peyton and Eli Manning. Although he hasn’t played a significant number of snaps yet, his legacy, talent, and potential have already made him a powerful figure in college sports. Arch has been more conservative with his NIL activity compared to others on this list, but his estimated NIL value is still around $2.8 million. Companies are lining up to work with him when he decides to fully enter the endorsement scene.
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Caleb Williams – USC Football
As the 2022 Heisman Trophy winner and star quarterback for USC, Caleb Williams has solidified his place as one of the most dominant players in college football. His poise, decision-making, and game-changing abilities have caught the attention of NFL scouts and brands alike. Williams has inked profitable NIL contracts with well-known businesses like Fanatics, Beats by Dre, and Wendy’s. His market value is estimated at around $2.6 million, making him a major player in the NIL space. What sets Caleb apart is his professionalism and vision—he’s even established a personal brand agency to help manage his endorsements. His combination of performance and business acumen makes him a top example of how athletes can leverage NIL opportunities wisely and effectively.
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Hansel Enmanuel – Northwestern State Basketball
Hansel Enmanuel has become one of the most inspiring athletes in the world of college sports. Playing with only one arm due to a childhood accident. Enmanuel has defied all odds to compete at a high level in NCAA Division I basketball for Northwestern State. His unique story, resilience, and skill have captivated fans and brands alike. Enmanuel has attracted NIL deals from companies like Adidas, Gatorade, and T-Mobile, helping him achieve a valuation of approximately $1.5 million. His presence goes beyond athletics; he’s a motivational figure and a symbol of overcoming adversity. Enmanuel’s success shows that NIL deals can also be fueled by personal stories and character, not just stats and wins.
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J.J. McCarthy – Michigan Football
J.J. McCarthy, the starting quarterback for the Michigan Wolverines, is not only a key leader for one of college football’s most historic programs but also a rising star in the NIL market. Known for his accuracy, confidence, and ability to perform in clutch moments. McCarthy has earned the trust of both fans and brands. He’s taken advantage of his on-field success to sign NIL deals with brands like Alo Yoga and Dunkin’. His NIL value is approximately $1.3 million. As Michigan continues to make deep playoff runs, McCarthy’s profile is only growing. His combination of athletic success, clean image, and leadership makes him one of the most marketable players in the country.
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Drake Maye – UNC Football
Drake Maye has emerged as one of the top quarterbacks in college football, showcasing elite arm strength, vision, and leadership for the University of North Carolina. His breakout performances have drawn national attention, and with NFL potential looming, brands have been eager to work with him. Maye’s projected valuation is close to $1.2 million because he has previously closed NIL agreements. With a calm demeanor and strong on-field results, he’s built a professional image that appeals to major sponsors. His performance and potential to be a top NFL draft pick in the near future continue to elevate his marketability. Drake Maye represents the perfect blend of athletic excellence and brand reliability in today’s NIL environment.
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Marvin Harrison Jr. – Ohio State Football
As the son of Hall of Fame receiver Marvin Harrison, Marvin Harrison Jr. has carved out his own identity at Ohio State. Known for his incredible route running, strong hands, and big-play ability, he’s considered one of the best wide receivers in college football. His NIL value is estimated at around $1.4 million thanks to high-profile deals with brands like Dr. Teal’s and others. Harrison’s on-field dominance combined with his humble personality and football IQ make him an ideal ambassador for companies targeting sports audiences. He’s also a projected top pick in the upcoming NFL Draft, which makes his market appeal even stronger. One of the best examples of performance meeting legacy in the NIL age is Marvin Harrison Jr.
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Bo Nix – Oregon Football
Bo Nix’s journey through college football has been a story of growth and reinvention. Starting at Auburn and later transferring to Oregon. Nix has developed into one of the most reliable and efficient quarterbacks in the game. His leadership, consistency, and improvement under pressure have caught the attention of both fans and sponsors. Nix has collaborated with companies including Subway and ONIT, with NIL deals reportedly valued at over $1 million. His maturity, experience, and charisma have made him a favorite not just on the field but in the boardroom. Bo Nix shows that perseverance and personal development can lead to both athletic and financial success in college sports.
Frequently Asked Questions ( FAQs )
How do college athletes make money?
Name, Image, and Likeness (NIL) partnerships are now a way for collegiate athletes to get money. These agreements enable athletes to receive payment for appearances, retail sales, social media promotion, sponsorships, and endorsements. Unlike before, student-athletes can now legally sign contracts with brands, businesses, and agencies without losing their college eligibility. Making it possible for top athletes to earn millions while still in school.
Who is the highest paid college athlete right now?
As of 2025, Bronny James, the son of NBA superstar LeBron James, is widely considered the highest paid college athletes. With an estimated NIL valuation exceeding $6 million, he has secured lucrative endorsement deals with major brands like Nike, Beats by Dre, and PSD Underwear. His global recognition and social media influence have played a major role in his earning potential.
Are female college athletes also making significant NIL income?
Yes, female college athletes are benefiting greatly from NIL opportunities. A prime example is Livvy Dunne, a gymnast at LSU, who has an NIL valuation exceeding $3 million. Her large social media following and brand partnerships have made her the highest earning female college athlete, proving that NIL success is not limited to male athletes or high-revenue sports.
Do college athletes pay taxes on NIL income?
Yes, NIL earnings are considered taxable income by the IRS. Student-athletes who earn money through brand deals, endorsements, or other NIL activities are responsible for reporting their income and paying federal and state taxes. Many top-earning athletes work with financial advisors or agents to ensure proper tax compliance and money management.
Can all college athletes benefit from NIL, or only top-tier stars?
While top-tier athletes like Bronny James and Shedeur Sanders earn millions, NIL is accessible to all college athletes. Many lesser-known players, especially those with local or niche followings, secure regional sponsorships or create content-based income streams. The key to NIL success isn’t always fame—engagement, branding, and a loyal audience can also attract valuable deals.
What types of brands are sponsoring college athletes?
Highest paid college athletes collaborate with a variety of organizations, including tech startups, specialty businesses, local companies, fitness brands, and multinational behemoths like Nike, Gatorade, and Adidas. Athletes often sign deals aligned with their sport, personal interests, or audience demographics, making each partnership a reflection of both personal branding and business strategy.
Do NIL deals affect a player’s eligibility or scholarship?
No, NIL deals do not affect a player’s athletic eligibility or scholarship. NCAA rules now allow athletes to earn money independently without risking their participation in college sports. However, athletes must follow specific state laws, university policies, and NCAA guidelines, including proper contract reporting and avoiding pay-for-play schemes.
