Dear Editor,
The top 25 highest-paid college athletes by NIL (Name, Image, and Likeness) valuation for the 2025-26 season include Arch Manning with a leading valuation of $6.8 million, and Fernando Mendoza, who ranks within the top 25 with a valuation of approximately $2.6 million to $2.2 million, depending on the source.
The following is a list of the top 10 athletes based on recent NIL valuations:
- Arch Manning: Texas Football (Quarterback) — $5.3M – $6.8M
- Carson Beck: Miami (FL) Football (Quarterback) — $4.3M – $4.9M
- Jeremiah Smith: Ohio State Football (Wide Receiver) — $4.2M
- AJ Dybantsa: BYU Basketball (Forward) — $4.1M
- Garrett Nussmeier: LSU Football (Quarterback) — $3.7M – $3.8M
- LaNorris Sellers: South Carolina Football (Quarterback) — $3.7M
- DJ Lagway: Florida Football (Quarterback) — $3.7M
- Darian Mensah: Duke Football (Quarterback) — $3.3M
- Bryce Underwood: Michigan Football (Quarterback) — $3.0M
- JT Toppin: Texas Tech Basketball (Forward) — $2.8M
Fernando Mendoza – not the highest paid but doing well.
- Major Endorsement Portfolio: Fernando Mendoza has secured partnerships with major brands, including Adidas, Dr Pepper, T-Mobile, Keurig, Epic Games, and Royal Canin.
- Heisman Recognition: He recently won the Heisman Trophy, an achievement that significantly boosts an athlete’s market value and earning potential.
- Authentic Persona: Mendoza is known for his dedication, leadership, and open discussions about his faith and his mother’s battle with MS, which contribute to a positive public image and brand appeal beyond just his on-field performance.
- Projected NFL Future: As a projected first overall pick in the NFL Draft, his current high NIL valuation is seen as a way to “layer leverage” on his future professional contract negotiations.
General NIL Trends
- Quarterback Premium: Elite quarterbacks dominate the highest NIL valuations, becoming the primary “luxury assets” for top programs.
- Transfer Portal as Free Agency: The transfer portal has amplified the role of NIL, with top players often receiving multi-million dollar offers from NIL collectives when they transfer to new schools. This essentially functions as a form of free agency within college sports.
- Direct School Payments: A significant new development for the 2025-26 season is that some schools can now directly pay athletes through a revenue-sharing model (up to approximately $20.5 million per year), in addition to third-party NIL deals.
- Valuation Factors: An athlete’s NIL valuation is not a fixed salary but an estimated projection based on performance, social media following (specifically Instagram is a major determinant), media exposure, and family legacy.
- Compliance Challenges: The rapid growth of the market and the new rules have led to concerns about non-compliance, as the value of reported deals appears to be a fraction of the actual money changing hands.
However, the majority of college athletes will have to settle for a scholarship or even a partial scholarship. In 2026, the landscape of college athlete compensation is divided between direct payments from schools and external marketing deals. While high-profile athletes earn millions, a vast majority of the approximate 200,000 NCAA student-athletes do not receive direct pay for their participation.
Dr. Glenn Mollette
