2024 continued to redefine what’s possible for athletes as they capitalized on the NCAA’s Name, Image, and Likeness (NIL) policy. Players are no longer just stars on the field—they’re moguls, brand ambassadors, and entrepreneurs off of it. NIL isn’t just about signing deals; it’s about building legacies. So, let’s break down some of the top NIL deals of 2024 and the lessons they teach aspiring athletes about maximizing their potential.
Top 5 NIL Deals of 2024
We’ve based the top NIL deals based on On3.com’s NIL valuation of athletes. To determine the highest-paid NIL athletes, On3.com assesses athletes’ social media following, brand appeal, and athletic performance. While exact contract values are often private, these rankings offer a reliable snapshot of who’s cashing in big—and why.
Shedeur Sanders
Valuation: $6.2 million
Colorado’s QB1, Shedeur Sanders, is at the top of the NIL leaderboard. His explosive rise mirrors the ascendancy of his father, Coach Deion Sanders, as a cultural force in college football.
From Boulder to the national stage, Sanders’ deals with Nike, Beats by Dre, Gatorade, and Mercedes-Benz have made him the face of college sports marketing. His decision to stay in college rather than enter the NFL Draft highlights a critical NIL lesson: sometimes, staying in school can mean more money and greater brand development.
Lesson Learned: Build your brand beyond the game. Sanders’ charisma and social media presence amplified his appeal and made him a go-to for major brands.
Livvy Dunne
Valuation: $4.1 million
LSU gymnast Olivia “Livvy” Dunne has proven that NIL athletes’ success isn’t confined to traditional college sports powerhouses like football and basketball. With a social media following in the millions, Dunne has inked deals with brands like Nautica, American Eagle, and Leaf Trading Cards. Her influence demonstrates the power of a strong online presence, as she boasts 5.4 million Instagram followers and 8.1 million TikTok followers.
Lesson Learned: Social media is a game-changer. Athletes in niche sports can still command top-tier deals by cultivating and engaging a massive digital audience.
Travis Hunter
Valuation: $3.4 million
Travis Hunter, also at Colorado, is redefining versatility in football. Playing both cornerback and wide receiver, Hunter’s on-field dominance makes him a generational talent. Off the field, he’s partnered with brands like Cheez-It, United Airlines, and NerdWallet. His ability to transcend the usual quarterback-centric NIL dominance speaks volumes.
Lesson Learned: Versatility is marketable. Hunter’s ability to excel in multiple roles on the field mirrors his adaptability in the branding world. He has proven that non-QBs can also dominate the NIL landscape.
Arch Manning
Valuation: $3.1 million
Arch Manning isn’t just a player; he’s football royalty. As the Texas Longhorns’ QB of the future, Manning’s NIL deals leverage his illustrious family name. His agreement with Panini America and a promotional deal with EA Sports underscores how his pedigree is as much an asset as his skills.
Lesson Learned: Leverage your unique story. Whether it’s your family name or a personal narrative, owning your story can open doors to lucrative partnerships.
Cooper Flagg
Valuation: $2.5 million (projected)
Cooper Flagg’s Exclusive Throwback NIL High School Jersey (Source: Campus Ink NIL Store)
High school basketball star Cooper Flagg has already taken the NIL world by storm, even before stepping onto a college court. As a projected top recruit, Flagg’s deals with brands like Gatorade and New Balance set the stage for a seamless transition to college basketball.
Check out Cooper Flagg’s Locker Room at the NIL Store today.
Lesson Learned: Start early. For younger athletes, NIL isn’t just a college game—it’s about setting a foundation early to maximize future earnings.
How to Win in the NIL Era
The NIL game is just as competitive as what happens on the field, court, or gym. Getting the highest NIL deals isn’t just about talent; it also involves strategy, foresight, and the ability to make the most out of every opportunity. Here are more tips on how you can capitalize on your own NIL potential:
- Build Your Brand Early: Athletes like Cooper Flagg and Livvy Dunne show that a strong social media presence and personal brand can make you marketable even before you reach the big stage.
- Embrace Versatility: Travis Hunter’s dual-threat status makes him a unique marketing proposition. Being multi-faceted both on and off the field creates broader appeal.
- Stay Authentic: Fans and brands value authenticity. Shedeur Sanders’ charisma and Arch Manning’s family legacy resonate because they feel genuine.
- Think Long-Term: NIL deals aren’t just about cashing in today. Smart athletes focus on partnerships aligning with their goals and career trajectory.
The top NIL deals of 2024 prove that college athletes are rewriting the playbook—not just for sports, but for how young talent can navigate the business world. Whether you’re the next Shedeur Sanders or simply dreaming of making your own mark, the message is clear: NIL isn’t just about money–it’s about maximizing your potential and building a lasting legacy.
For college athletes across the country, the game has changed. Are you ready to play?