The ability of college sports stars to profit from their Name, Image, and Likeness (NIL) has transformed college athletics. In the 2026 season, top athletes stand out by combining elite performance with smart brand building. They are positioning themselves as future business leaders. The market for College Athletes NIL Deals is hotter than ever, creating inspiring opportunities for student-athletes to manage their personal brands while competing at the highest level, resulting in unprecedented financial valuations.
The NIL Power Rankings: The Top 10 by Valuation
This definitive list of the top 10 NIL earners reflects both on-field performance and massive market potential, with quarterbacks continuing to dominate the highest-paying sponsorships. The valuations below are based on recent 2026-season market data.
1. Arch Manning (Football, Texas):
Manning commands the highest NIL valuation at $6.8 million. His value is unmatched, driven by the combination of the legendary Manning family name, his position as the starting quarterback for the Longhorns, and selective national partnerships with brands like Panini America, Red Bull, and Uber.
2. Carson Beck (Football, Miami):
As the starting quarterback for the Hurricanes, Beck’s NIL valuation is a strong $4.3 million. His value is secured by the large collective deals associated with his high-profile transfer and his consistent performance under the national spotlight, with notable deals including Chipotle and Beats By Dre.
3. Jeremiah Smith (Football, Ohio State):
The star wide receiver is the highest-valued non-quarterback and the highest-valued receiver, with a valuation of $4.2 million. Smith’s value is driven by his elite talent and major brand appeal, including historic deals such as being the first college athlete on a Red Bull can and appearances for Adidas and Lululemon.
4. AJ Dybantsa (Basketball, BYU):
Dybantsa is the highest-valued non-football player on this list, with a remarkable valuation of $4.1 million before he even steps on the court for the Cougars. His marketability is based purely on his potential as a top NBA prospect, landing him lucrative deals with major brands like Nike and Red Bull.
5. Garrett Nussmeier (Football, LSU):
As the LSU Tigers’ starting quarterback, Nussmeier’s NIL valuation is $3.7 million. He benefits significantly from the Bayou Traditions collective and has secured deals with national brands like Powerade and an appearance in EA Sports College Football.
6. LaNorris Sellers (Football, South Carolina):
Sellers, the Gamecocks’ quarterback, shares a valuation of $3.7 million. He broke out as one of the SEC’s top freshmen and has leveraged that success into both local and national partnerships, including a high-profile deal with a local Mercedes-Benz dealer.
7. DJ Lagway (Football, Florida):
The Gators’ quarterback also holds a $3.7 million valuation, reflecting the massive potential tied to a starting QB in the Florida market. His early success and high-visibility deals, such as an endorsement with Nintendo, position him as a future number one contender for the top spot.
8. Cade Klubnik (Football, Clemson):
The Clemson quarterback is valued at $3.4 million. Klubnik’s value is driven by his consistent leadership for a top-tier ACC program and established partnerships with apparel and health brands like Rhoback and ONIT.
9. Drew Allar (Football, Penn State):
Allar, the Nittany Lions’ quarterback, is valued at $3.1 million. Despite being selective with his partnerships, he maintains a high ranking due to his large fan base and pre-existing endorsement deals with major corporations like Bose and Frosted Flakes.
10. Sam Leavitt (Football, Arizona State):
Rounding out the top 10 is the Arizona State quarterback, also valued at $3.1 million. Leavitt’s value is a testament to the power of the quarterback position in major markets and the support from the Sun Devils’ dedicated NIL Collectives.
Bonus: The Next Generation of High-Value Stars
Just outside the top ten, the next wave of NIL talent is already emerging. Bryce Underwood, the highly-touted Michigan quarterback recruit, is valued at $3.0 million. His immediate high valuation showcases the accelerating trend of recruiting battles being won through multimillion-dollar College Athletes NIL Deals before the athlete even steps on the field. This demonstrates that for elite talent, the negotiation starts much earlier than ever before.
The Ecosystem of College Sports Business
The modern college sports business infrastructure heavily supports the financial success of these stars. For instance, NIL Collectives, which are independent organizations funded by boosters and fans, provide competitive NIL deals to college athletes for recruitment and retention. As a result, these collectives are crucial for attracting top talent and are gradually redefining how schools compete in the market. Moreover, FanPact website platforms play an essential role in helping athletes navigate the complexities of compliance and strategic brand development, ensuring they build their brand with integrity. Overall, the entire industry focuses on helping athletes manage their brand ethically and strategically. Consequently, the most successful student-athlete endorsements are those built on authenticity, strong performance, and a long-term business strategy.
Also read: Beyond the Field: How NIL Prepares Athletes for Life After College
FAQs
1. What is an NIL valuation, and how do experts calculate it?
It estimates an athlete’s potential annual earnings based on performance, school prominence, sport, and social media reach.
2. Do universities pay NIL deals?
No, third-party sources like national brands, local businesses, or NIL collectives pay NIL deals, not the universities themselves.
3. What is an NIL Collective?
An independent group funded by alumni and fans pools money to create NIL opportunities for a university’s student-athletes.
4. Is NIL value based on team performance?
Yes, collective deals and brand interest generally increase when an athlete’s team is performing well in the national spotlight.
