The New NIL Landscape: How Student-Athletes Are Cashing in on their Name, Image and Likeness

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

Student-athletes in high school and college now have the opportunity to earn money from their name, image, and likeness (NIL), thanks to a significant change in the landscape of amateur sports. This has allowed top student-athletes to work with major brands like Nike and Gatorade.

One such student-athlete is LeBron James’ son, Bronny James, who has an estimated NIL value of $4.9 million, according to On3. Meanwhile, the University of Iowa basketball star Caitlin Clark has been making headlines during March Madness not just for her exceptional performances on the court but also for her ability to secure lucrative deals with companies like Nike, Gatorade, and State Farm.

The introduction of NIL deals in 2021 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. This valuation is a combination of an athlete’s “Roster Value” and “NIL Value” to determine their total NIL Valuation.

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. The top 10 student-athletes profiting the most from NIL have valuations starting at $1.5 million as of March 26, 2024.

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