In 2023, Shedeur Sanders was listed at the top of the college football season, with an approximate $3.8 million valuation. This was also the highest NIL valuation at the time. Fast forward to 2024, he is still at the top of name, image, and likeness (NIL) earners.
Now with the University of Colorado and coached by his father and head coach Deion Sanders, Shedeur has a NIL valuation that has risen to an estimated $5.1 million, according to the latest data from On3.
His teammate, Travis Hunter, is also on the list — ranked third with an estimated $3.1 million valuation.
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In August, Shedeur Sanders followed in his father’s footsteps by signing a deal with Nike. His father, Deion Sanders, signed for Nike in the 1990s, resulting in the creation of his own signature shoes.
Deion Sanders later parted ways with Nike and began a long-term relationship with Under Armour. However, he made a return to Nike in 2023, and the new partnership birthed his own collection of footwear, such as a new version of the “Varsity Maize” Nike Air DT Max ’96, Complex reported.
According to Andscape, Shedeur Sanders’s deal makes him the first NCAA football player to sign an NIL (name, image, and likeness) deal with the footwear and apparel brand. The deal came on the eve of Sanders’ final college football season and brought him firmly into the fold of what he calls the “family business,” Andscape wrote.
At the time he signed with Nike, he was valued at $4.7 million. His potential to grow into a big brand is not in doubt. It is therefore not surprising that Nike made the move to get him before any brand.
Shedeur Sanders hopes to build on his father’s legacy with this partnership.
“I would want to build on it,” the University of Colorado football player said on his podcast “2Legendary with Shedeur Sanders.”
Meanwhile, Nike released the Air DT Max 96, a signature shoe originally made for Shedeur Sanders’ father to coincide with the signing of the Colorado Buffaloes star quarterback.
In addition to Nike, Shedeur has NIL deals with Beats by Dre, Google, 5430 Alliance, Topps Oikos, Under Armour, Mercedes-Benz, Urban Outfitters, Actively Black, PLB Sports, BRADY and Gatorade.
Below are the top 10 highest-earning college football players through NIL:
