Is NIL just about making money? Nah, it’s more than that. It’s a kind of mind game. Ever since NIL kicked off in 2021, college sports have changed big time. The NCAA letting athletes cash in on their name, image, and likeness was a total game-changer. But how do you use it? That’s all for you. One wrong move, and you could go from the spotlight to nowhere. Take Olivia Dunne, for example. She’s the highest-paid woman in NIL, and she’s super “selective and strategic” with her deals. But honestly, she’s had her share of struggles to figure it all out.

So, since December 2024, Olivia Dunne’s NIL ranking has been slipping. She went from second place to third, then fourth, fifth, sixth, and finally down to seventh. Her NIL value stayed steady at $4.2 million, but the crazy part was that while her earnings stayed the same, other athletes’ values were shooting up. Just a couple of days ago, the NIL rankings looked different.

Topping the chart is Arch Manning, the quarterback from the Texas Longhorns with a value of $6.6 million. He is comfortably the highest-paid college athlete ever. Right behind him was Shedeur Sanders, the Colorado quarterback, at $6.5 million. Then you had Travis Hunter Jr. at $5.7 million, followed by Quinn Ewers at $4.5 million, and Carson Beck at $4.4 million. And, of course, it isn’t all football. In sixth place is Cooper Flagg, a basketball player for Duke with a $4.3 million NIL value. Olivia Dunne was just behind him at $4.2 million. But here’s the twist—on January 18th, everything flipped.

According to the On3 website, Olivia Dunne’s ranking shot up to fifth place, jumping from seventh. Meanwhile, both Travis Hunter and Quinn Ewers completely dropped out of the top 50. It looks like Olivia’s strategic moves are finally paying off. As for Quinn Ewers, it was actually one mistake that cost him his position. What was that?

Quinn Ewers had a huge decision to make before he declared for the 2025 NFL Draft. He was reportedly offered an eye-popping $8 million NIL transfer deal. However, rather than grabbing the cash, Ewers declined the offer, thinking that his future in the NFL was the most important thing. After a great year with Texas and a solid performance in the Cotton Bowl against Ohio State, he decided perhaps it was time to look forward.

His decision reveals just how much college football is evolving, and athletes with eyes on the prize of multi-million dollar endorsement deals and seven-figure salaries are now juggling those with their future plans to play in the NFL—Ewers’ vision for himself. Adding to this, due to his slip in rank and changes in the higher ranks, Olivia seized the change. Now, the big question: will Dunne be able to climb back to the second rank?

TikTok ban threatens Olivia Dunne’s empire. What’s next to her?

When Olivia Dunne ranked 7th in the NIL rankings, moving up again might have seemed almost impossible for her. But to the surprise of many, she was able to get back, while her NIL value remained fixed at $4.2 million. It remains somewhat questionable, though, if her NIL value will climb up once more as she is about to complete her senior year at LSU and her final season in the NCAA.

As for Olivia, she hardly has any more major new deals, and with the college season ending in just four months, her future after the NCAA is ambiguous. Of course, her NIL rank can increase if other athletes stumble, but as for the value, that may not increase. But what are her plans after the NCAA?

With 8.1 million followers, TikTok has played a huge role in Olivia Dunne’s NIL success. But there’s been a lot of buzz about the platform potentially getting banned due to national security concerns, which would be a major hit to her brand. The U.S. government has raised alarms about TikTok’s ties to China, suggesting the platform could be using user data for espionage or other purposes. If TikTok does get banned, Olivia’s reach and income could take a huge hit. But she’s not letting that stop her.

Instead of just relying on TikTok, Olivia’s been making smart moves in other areas, like her new business venture with Jake Paul. In October 2024, Olivia became a co-owner of his men’s personal care brand, W, which launched earlier that year. The brand, which sells body wash and deodorants at Walmart, also counts MMA star Sean O’Malley and artist Rubi Rose as co-owners.

Olivia connected with Jake at Michael Rubin’s white party, and she was drawn to his passion for the brand. Since then, she’s been actively promoting W on Instagram, sharing campaign highlights, and encouraging fans to engage with the brand.

This is a big shift for Olivia, showing that she’s more than just an athlete—she’s positioning herself as a savvy businesswoman. Despite the challenges surrounding TikTok, Olivia is diversifying her brand. And she is also ensuring she sets herself up for success, no matter what happens next.