The 2025 college football season was one for the history books—not just on the field, but in the world of the NIL Store. From the rise of "Mendoza Mania" in Bloomington to the continued dominance of established stars, fans showed up in a massive way to support their favorite athletes through official merchandise.
As we look back on the 2025 college football season (Aug. 1 through the National Championship), the sales numbers are in.
Here is the definitive recap of the top 20 selling football players on the NIL Store platform for the 2025 season.
The Champion Effect: Fernando Mendoza Claims the Crown
To no surprise, Heisman Trophy winner Fernando Mendoza emerged as the top-earning athlete on the platform. After transferring from Cal, Mendoza didn't just adapt to the Big Ten, he conquered it. By guiding the Indiana Hoosiers to an improbable and historic national championship victory, his #15 jersey and other products became the must-have item for Hoosier Nation.
Mendoza’s success was fueled by a perfect storm: a "rags-to-riches" program turnaround, a Heisman campaign, and a deeply personal connection with the fans (including his viral "Mendoza Mania" drops and charitable efforts).
Indiana had four athletes in the top-20 - the most of any program nationally.
The Top-20 Earning Football Players (2025 Season)
The following list represents the athletes who drove the most merchandise sales across the NIL Store network during the 2025 season:
| Rank | Player | School |
| 1 | Fernando Mendoza | Indiana University |
| 2 | Diego Pavia | Vanderbilt University |
| 3 | Luke Altmyer | University of Illinois |
| 4 | Jeremiah Smith | Ohio State University |
| 5 | Kaden Wetjen | University of Iowa |
| 6 | Devon Dampier | University of Utah |
| 7 | Kansei Matsuzawa | University of Hawaii |
| 8 | Drew Mestemaker | University of North Texas |
| 9 | Charlie Becker | Indiana University |
| 10 | Rocky Beers | Colorado State University |
| 11 | Omar Cooper Jr. | Indiana University |
| 12 | Noah Knigga | Eastern Michigan University |
| 13 | DJ Vonnahme | University of Iowa |
| 14 | Rocco Becht | Iowa State University |
| 15 | Emmett Johnson | University of Nebraska |
| 16 | Steve Angeli | Syracuse University |
| 17 | Jadan Baugh | University of Florida |
| 18 | Julian Sayin | Ohio State University |
| 19 | Elijah Sarratt | Indiana University |
| 20 | Caleb Hawkins | University of North Texas |
Notable Trends & Breakout Stars
1. The Indiana Dominance
The Hoosiers didn't just win on the scoreboard; they dominated the storefront. With four players in the top 20 (Mendoza, Becker, Cooper Jr., and Sarratt), Indiana proved that a championship run is the ultimate driver for NIL success. When a fan base is energized, they buy—and Bloomington was electric all year.
2. The Rise of the Underdog
Diego Pavia (Vanderbilt) proved that you don't need a "Blue Blood" logo to sell units. Pavia’s legendary performances at Vandy made him a cult hero.
3. Creative Collections
Luke Altmyer (Illinois) secured the #3 spot largely due to the success of his "Outdoor Signature Collection." By leaning into his personal brand and interests beyond just the football field, Altmyer created a connection with Illini fans that went beyond a standard jersey.
4. Specialization and "Grip"
Hawaii's Kansei Matsuzawa and North Texas's Drew Mestemaker showed the power of regional loyalty. Both players held top-10 spots, fueled by passionate local fan bases and creative jerseys and specialty drops.
What’s Next for NIL in 2026?
The 2025 season proved that the NIL Store isn't just a marketplace—it's a barometer for college football culture. As we head into the off-season, expect to see more limited-edition "Championship Collections" and personalized lifestyle brands from these top earners.
Want to support your favorite player? Visit the NIL Store today to shop officially licensed merchandise where the athletes earn more on every sale.
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