Ever wondered what happens when talent meets opportunity—and a last name that echoes through football history?
You get Arch Manning, a quarterback born into greatness, now turning heads not only on the pitch but on the million-dollar deal front.

But wait, he is not alone. From highlight reels to headline-making transfers, the NIL era has birthed a new breed of college football stars, athletes who are as savvy in business as they are explosive on the gridiron. Take Bryce Underwood, for example, the top-rated high school recruit switching his commitment from LSU to Michigan in a multi-million-dollar deal before he’s even made a snap in college.

And we know your curiosity’s kicking in because let’s be honest, when the money talks, we all listen. So hang around to find out who’s stacking the most, scoring on and off the field, and climbing the NIL ladder quicker than anyone saw coming. This list may just surprise you!

1. Arch Manning 

Arch Manning, the heir to football royalty and current quarterback for the Texas Longhorns, sits comfortably at the top of college football’s NIL earnings list in 2025 with an estimated valuation of $6.6 million, according to On3.

His endorsement portfolio is as stacked as his football résumé, starting with a headline-making deal with Red Bull in January 2025. The energy drink giant announced the partnership through its official Instagram, solidifying Arch’s crossover appeal in the world of elite athletes. But this wasn’t his first major move.

In July 2023, Arch inked a multi-year deal with Panini America, becoming the face of exclusive trading cards that quickly became collector favorites. A year later, in July 2024, he joined the digital football universe by appearing in EA Sports’ highly anticipated “College Football 25” video game—another move that boosted his pop culture footprint. Not one to be boxed into just sports, Arch also signed with Vuori, an upscale athletic and athleisure brand, in April 2025, aligning with his image as a modern-day athlete who embodies both grit and lifestyle.

In March 2025, Arch teamed up with Waymo alongside his dad, Cooper, and grandpa, Archie, for a slick self-driving car ad. It wasn’t just a nod to tech; it showed that Arch isn’t cruising on the Manning name, but he’s putting his own spin on the ride.

As the Texas Longhorns prepare to make waves in the SEC, Arch is positioning himself not just as a top quarterback but as a symbol of college football’s new era.

2. Carson Beck

​Carson Beck, the dynamic quarterback now leading the Miami Hurricanes, has seen his Name, Image, and Likeness (NIL) valuation skyrocket to an impressive $4.3 million, securing him the second spot in college football’s NIL rankings. This marks a significant leap from his previous $1.6 million valuation during the 2024 season.

Beck’s robust social media presence, boasting approximately 166,000 followers across Instagram, TikTok, and Twitter, amplifies his marketability. His compelling on-field performances and natural leadership have not only captivated fans but also attracted major brands. Notable endorsements include partnerships with Chipotle, Beats by Dre, and the law firm Morgan & Morgan, reflecting his broad appeal and justifying his substantial NIL valuation.

3. Jeremiah Smith 

Jeremiah Smith, a standout wide receiver for the Ohio State Buckeyes, has rapidly ascended both on the field and in the NIL arena. At 6’3″ and 215 pounds, Smith pairs size with serious skill, earning him a $4 million NIL valuation as of early 2025. But it’s not just his hands doing the talking—his influence stretches far beyond the gridiron. With nearly 500K Instagram followers and close to 200K on Twitter, Smith is a marketing magnet. He’s already inked deals with big names like Red Bull, Nintendo, Epic Games, Lululemon, and American Eagle. In today’s era, talent gets you noticed, but brand power gets you paid. And Jeremiah? He’s got both.

4. DJ Lagway

Next up is DJ Lagway, with a NIL valuation of $3.8 million, in the fourth position among college football’s highest NIL earners. He has emerged as a dynamic force for the Florida Gators. Due to his dual-threat capabilities, he has been a formidable opponent for the players on the field.

Beyond his athletic prowess, Lagway has demonstrated a commitment to philanthropy. In March 2025, in honor of International Women’s Day, he announced a six-figure donation to Florida Victorious, the university’s NIL collective, specifically supporting women’s sports programs, including gymnastics, women’s basketball, softball, and volleyball. Lagway expressed his admiration for these athletes, stating, “I am truly inspired by these women; their passion pushes me to go harder every single day.”

Lagway’s marketability is further enhanced by his strong social media presence, boasting approximately 102,000 followers on Instagram, 42,000 on Twitter, and 8,300 on TikTok. This extensive reach has attracted significant endorsement deals with major brands such as Nintendo and Epic Games, reflecting his broad appeal and strategic positioning in the evolving landscape where athletic performance and personal branding intersect.

5. LaNorris Sellers

The next one in the list of top five is LaNorris Seller, who has made a significant impact on the South Carolina Gamecocks as a quarterback. Sellers’ impressive play has translated into substantial NIL opportunities. As of early 2025, his NIL valuation is estimated at $3.7 million, placing him among the top collegiate athletes in this regard. This valuation reflects his marketability and the attention he has garnered from major brands. Notably, Sellers secured endorsement deals with Cheez-It in December 2024 and with Dick Dyer & Associates, a prominent automotive dealership, in July 2024.

Apart from him, fans are buzzing with the recent update on Bryce Underwood. The nation’s top high school recruit is making headlines by flipping his commitment. He has committed to the University of Michigan from Louisiana State University after an eye-popping NIL offering between $10.5 million to $12 million over a collective span of four years. While his current NIL valuation sits at $2.9 million, ranking him 11th in college football according to On3, Underwood’s playbook is clearly geared for something bigger. His deal signals a seismic shift in how college football operates—where financial packages can rival pro-level contracts.

This wraps up a deep dive into the fast-evolving world of college football—where the action no longer stops at the goal line. Gone are the days when performance alone stole the spotlight. Today, NIL deals aren’t just part of the game; they are the game! And this? It’s only the beginning. Whether you’re a recruiter, a fan, or a rising star dreaming of glory, keep your eyes on both the scoreboard and the signature. Because in this new era, it’s not just touchdowns that count but the deals behind them.