From Valuation to Influencer: The Rise of High School and College Athletes Earning Money Through NIL Deals

Top 10 College Athletes Not Profiting from Name, Image, and Likeness

Since 2021, high school and college athletes have been able to earn money from their name, image, and likeness (NIL). This has allowed top student-athletes to work with major brands like Nike and Gatorade. For example, according to On3, LeBron James’ son, Bronny James, has an estimated NIL value of $4.9 million. The landscape of amateur sports has changed significantly with the introduction of NIL deals.

With the rise of NIL deals, university athletes like Caitlin Clark have gained lucrative deals with companies like Nike, Gatorade, and State Farm during March Madness. This has led to a surge in interest in March Madness sponsorships and influencer-marketing campaigns. According to Ayden Syal, CEO of NIL marketing platform MOGL, this has created a billion-dollar industry that allows student-athletes to earn substantial amounts of money regardless of their option to turn professional.

On3 ranks student-athletes based on their annual NIL Valuation, which considers factors such as performance, influence, exposure, and deal data. The top 10 student-athletes profiting the most from NIL have valuations starting at $1.5 million as of March 26th 2024. While these student-athletes have garnered attention through their talents and social media presence, some top earners may have benefited from having well-known last names. Despite this fact

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