In 2023, Shedeur Sanders was valued at over $3.8 million, making him one of the top college football players. This was also the top NIL valuation at the time. Fast forward to 2024, and he remains the highest-earning name, image, and likeness (NIL).
Shedeur, who now plays for the University of Colorado and is coached by his father Deion Sanders, has a net worth of $5.1 million, according to On3.
Travis Hunter, a colleague, is also on the list, ranking third with an estimated $3.1 million valuation.
Shedeur Sanders signed with Nike in August, following in his father’s footsteps. In the 1990s, his father, Deion Sanders, contracted with Nike and created his distinctive sneakers.
After leaving Nike, Deion Sanders formed a long-term partnership with Under Armour. In 2023, he rejoined Nike and launched his own footwear collection, including a revamped version of the “Varsity Maize” Nike Air DT Max ’96, according to Complex.
Andscape reports that Shedeur Sanders is the first NCAA football player to sign a NIL (name, image, and likeness) deal with the footwear and apparel brand. The transaction came on the eve of Sanders’ final college football season, effectively integrating him into what he refers to as the “family business,” Andscape writes.
When he signed with Nike, he was valued at $4.7 million. His ability to establish himself as a household name is undeniable. It is not unexpected that Nike made the decision to acquire him before any other brand.
Shedeur Sanders feels that this cooperation will allow him to continue his father’s legacy.
“I’d like to build on it,” the University of Colorado football player stated on his podcast “2Legendary with Shedeur Sanders.”
Meanwhile, Nike debuted the Air DT Max 96, a signature shoe designed for Shedeur Sanders’ father, coinciding with the signing of the Colorado Buffaloes’ star quarterback.
Shedeur also has NIL relationships 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: