The introduction of NIL (Name, Image, and Likeness) deals has drastically changed the landscape of amateur sports. High school and college athletes can now monetize their personal brand by earning money from their name, image, and likeness. This has opened up a new world of opportunities for top student-athletes to work with major brands like Nike and Gatorade.
One such athlete is LeBron James’ son, Bronny James, who has an estimated NIL value of $4.9 million according to On3. Meanwhile, Caitlin Clark from the University of Iowa basketball team 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.
NIL deals have created a billion-dollar industry that allows student-athletes to earn substantial amounts of money regardless of their decision 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 gained attention through their talents and social media presence, some top earners may have benefited from having well-known last names. Despite this fact, NIL deals have opened up a new world of opportunities for young athletes to monetize their personal brand while pursuing their passion for sports.
