College Football NIL Deals: How SEC Athletes Are Cashing In (2025 Edition)
Introduction: The NIL Revolution and the SEC
Since the NCAA’s landmark decision to allow athletes to profit from their Name, Image, and Likeness (NIL) in 2021, college football has entered a new era. Nowhere is this transformation more visible—or lucrative—than in the Southeastern Conference (SEC). With powerhouse programs, rabid fanbases, and national TV exposure, SEC athletes are at the forefront of the NIL gold rush, signing deals worth millions and reshaping the recruiting and competitive landscape.
This article explores how SEC athletes are cashing in on NIL in 2025, breaking down the latest stats, top deals, team-by-team trends, and the key players and collectives driving this new economy.
Key Factors: What Drives NIL Value in the SEC?
Several factors determine how much an SEC athlete can earn from NIL:
- On-Field Performance: Star quarterbacks and skill players command the highest deals.
- Social Media Influence: Athletes with large, engaged followings attract more brands.
- Program Prestige: Schools with national brands (Alabama, Georgia, Texas, LSU) offer more exposure.
- Collective Power: Donor-backed NIL collectives pool resources to attract and retain talent.
- Market Size: Urban campuses and states with fewer pro teams offer more local opportunities.
- Position: Quarterbacks, wide receivers, and edge rushers dominate the top of NIL rankings.
The 2025 SEC NIL Landscape: By the Numbers
Top SEC NIL Valuations (July 2025)
According to the latest On3 NIL Valuations:
- Arch Manning (Texas, QB):$6.8 million
- Carson Beck (Georgia, QB):$4.3 million
- Garrett Nussmeier (LSU, QB):$3.8 million
- LaNorris Sellers (South Carolina, QB):$3.7 million
- DJ Lagway (Florida, QB):$3.7 million
Other notable SEC athletes in the top 20 include Ryan Williams (Alabama, WR,$2.7M), Caleb Downs (Alabama, S,$2.4M), and Cam Coleman (Auburn, WR,$1.8M).
Average NIL Deal Value
- The average NIL deal for a college football player is now estimated at $50,000$75,000* per year, but top SEC stars routinely command deals in the seven-figure range (Sports Illustrated).
- Football accounts for 37.2% of all NIL agreements across college sports, the highest of any sport.
Revenue Sharing Arrives
- Beginning in 2025, schools can directly share up to $20.5 million per year* in athletic department revenue with their athletes, further boosting the earning power of SEC stars (NCAA Revenue Sharing & NIL Estimates 2025).
Team-by-Team NIL Power Rankings and Trends
Texas Longhorns
- Headliner: Arch Manning $6.8M, highest in college football)
- Collective Strength: Texas One Fund is among the nation’s top spenders, with deep donor pockets and a focus on football.
- Brand Deals: Arch Manning and teammates have appeared in national campaigns for Raising Cane’s and Nike.
- Trend: Texas’ move to the SEC has only increased its NIL firepower, making Austin a top destination for elite recruits.
Georgia Bulldogs
- Headliner: Carson Beck $4.3M)
- Collective Strength: The Classic City Collective is a major player, supporting both football and Olympic sports.
- Brand Deals: Beck and other Bulldogs have signed with local car dealerships, apparel brands, and national chains.
- Trend: Georgia’s back-to-back national titles (2021–22) have made Athens a hotbed for NIL activity.
LSU Tigers
- Headliner: Garrett Nussmeier $3.8M)
- Collective Strength: Bayou Traditions Collective is among the SEC’s most aggressive, with a focus on keeping top Louisiana talent home.
- Brand Deals: Nussmeier and others have appeared in Raising Cane’s commercials, a Louisiana-based fast-food chain.
- Trend: LSU’s creative use of NIL has helped it retain stars and attract top transfers.
South Carolina Gamecocks
- Headliner: LaNorris Sellers $3.7M)
- Collective Strength: Garnet Trust has built a strong local network, connecting athletes with regional businesses.
- Brand Deals: Sellers has deals with Raising Cane’s and local car dealerships.
- Trend: South Carolina’s focus on quarterback-driven marketing has paid off, with Sellers among the top earners in the SEC.
Florida Gators
- Headliner: DJ Lagway $3.7M)
- Collective Strength: Gator Collective is one of the most organized in the SEC, with a focus on transparency and compliance.
- Brand Deals: Lagway has signed with apparel brands and local businesses.
- Trend: Florida’s NIL infrastructure is a key selling point in recruiting battles.
Alabama Crimson Tide
- Headliners: Ryan Williams (WR,$2.7M), Caleb Downs (S,$2.4M)
- Collective Strength: Yea Alabama is a well-funded collective supporting all sports.
- Brand Deals: Williams and Downs have deals with Nike, car dealerships, and local restaurants.
- Trend: Alabama’s national brand ensures its stars are always in demand.
Auburn Tigers
- Headliner: Cam Coleman (WR,$1.8M)
- Collective Strength: On To Victory collective is focused on football and men’s basketball.
- Brand Deals: Coleman has signed with local and regional brands.
- Trend: Auburn’s NIL efforts are helping it compete with in-state rival Alabama.
Texas A&M Aggies
- Headliner: Marcel Reed (QB, undisclosed valuation)
- Collective Strength: The 12th Man+ Fund is among the top 10 in the nation for NIL spending (247Sports).
- Brand Deals: Reed has a private jet company deal (ENG Aviation Group).
- Trend: Texas A&M’s oil-rich donor base keeps it competitive in the NIL arms race.
Oklahoma Sooners
- Headliner: John Mateer (QB,$2.7M)
- Collective Strength: Crimson and Cream collective is rapidly growing after the move to the SEC.
- Brand Deals: Mateer has deals with local and national brands.
- Trend: Oklahoma’s SEC entry has boosted its NIL profile.
Other Notable SEC Programs
- Missouri: Luther Burden III (WR) is a top NIL earner, with deals in apparel and local businesses.
- Ole Miss: Lane Kiffin’s program is active in the transfer portal, using NIL to attract top talent.
- Kentucky: Deone Walker (DT) and Jamon Dumas-Johnson (LB) are among the top defensive earners.
Position-by-Position Analysis: Who’s Cashing In?
Quarterbacks
- Dominance: QBs account for the majority of the top 10 NIL valuations in the SEC.
- Why: They are the face of the program, command the most media attention, and have the largest social followings.
- Top Earners: Arch Manning, Carson Beck, Garrett Nussmeier, LaNorris Sellers, DJ Lagway.
Wide Receivers
- Rising Stars: Ryan Williams (Alabama), Cam Coleman (Auburn), Luther Burden III (Missouri).
- Why: Big-play ability and highlight-reel catches drive social media engagement and brand interest.
Defensive Stars
- Notables: Caleb Downs (Alabama, S), Deone Walker (Kentucky, DT), Harold Perkins Jr. (LSU, LB/DE).
- Why: Defensive playmakers with big personalities and NFL potential are increasingly marketable.
Freshmen and Transfers
- Trend: Top recruits and high-profile transfers are landing six- and seven-figure deals before ever playing a down, thanks to their recruiting hype and social media presence.
Player Spotlights: SEC NIL Superstars
Arch Manning (Texas, QB)
- NIL Valuation:$6.8 million (On3)
- Deals: Raising Cane’s, Nike, national ad campaigns
- Impact: Manning’s family legacy and on-field potential make him the face of college football’s NIL era.
Carson Beck (Georgia, QB)
- NIL Valuation:$4.3 million
- Deals: Local and national brands, car dealerships
- Impact: Beck’s leadership and Georgia’s national profile drive his value.
Garrett Nussmeier (LSU, QB)
- NIL Valuation:$3.8 million
- Deals: Raising Cane’s, local businesses
- Impact: Nussmeier’s role as LSU’s starting QB and his charismatic personality make him a marketing magnet.
LaNorris Sellers (South Carolina, QB)
- NIL Valuation:$3.7 million
- Deals: Raising Cane’s, car dealerships
- Impact: Sellers is a local hero and a rising national star.
DJ Lagway (Florida, QB)
- NIL Valuation:$3.7 million
- Deals: Apparel brands, local businesses
- Impact: Lagway’s dual-threat ability and social media presence boost his marketability.
Ryan Williams (Alabama, WR)
- NIL Valuation:$2.7 million
- Deals: Nike, local businesses
- Impact: Williams’ highlight plays and Alabama’s brand make him a top earner.
The Role of Collectives: The New Power Brokers
- What Are Collectives? Donor-funded organizations that pool resources to fund NIL deals for athletes.
- SEC Leaders: Texas One Fund, Classic City Collective (Georgia), Bayou Traditions (LSU), Garnet Trust (South Carolina), 12th Man+ Fund (Texas A&M).
- Impact: Collectives are now central to recruiting, retention, and team building in the SEC.
The Future: Revenue Sharing and the Next NIL Wave
- Direct Payments: Starting in 2025, schools can share up to$20.5 million per year in revenue with athletes, in addition to NIL deals (NCAA Revenue Sharing & NIL Estimates 2025).
- Implications: The SEC’s financial muscle will only grow, making it the epicenter of college football’s new economy.
- Recruiting Impact: Programs with the best NIL infrastructure and collective support will dominate the recruiting landscape.
Conclusion: The SEC’s NIL Era Is Just Beginning
The SEC has always been college football’s gold standard, but the NIL era has taken its dominance to a new level. With star athletes cashing in on multi-million dollar deals, powerful collectives driving recruiting, and direct revenue sharing on the horizon, the SEC is setting the pace for the rest of the country. For athletes, fans, and brands alike, the future of college football is being written in the South—and the paydays are only getting bigger.