Back in the summer, Jeremiah Smith posted a photo of himself on Instagram where he’s posing in front of a Lamborghini while wearing a watch loaded with diamonds.
No, he’s not some NFL star. He’s a sophomore at Ohio State and he’s living large, thanks to NIL (Name, Image and Likeness) earnings. Smith has multiple lucrative deals that help make him one of the top earners in all of college sports. He’s also the top earner among football players in the prestigious Big Ten Conference.
Here’s a look at 10 Big Ten players with the best NIL deals:
1. JEREMIAH SMITH, OHIO STATE
He’s only a sophomore and he’s not a high-profile quarterback. But this wide receiver is so good that he can’t be overlooked and that’s why he’s one of the top NIL earners in all of college sports. Smith’s major deals include partnerships with Red Bull, Adidas, Nintendo and American Eagle. His likeness even appears on a Red Bull can and he has a bunch of other minor deals. Add it all up and his estimated NIL valuation is $4.2 million.
2. BRYCE UNDERWOOD, MICHIGAN
As the top recruit in the Class of 2025, Underwood reportedly got an NIL deal with Michigan’s collective worth north of $10 million over his college career. He also signed deals with Hollister, Celsius and Beats by Dre. The quarterback is having a solid, but not spectacular, freshman season. But now he’s poised to possibly get a major boost in his NIL earnings. After Michigan fired coach Sherrone Moore this week, rumors are flying about Underwood’s future — with speculation that he could transfer to LSU and join new coach Lane Kiffin. There’s logic behind that because LSU is where Underwood originally committed and the school has very deep pockets and seemingly endless NIL possibilities.
3. FERNANDO MENDOZA, INDIANA
Perhaps no player in college football has seen his profile and NIL possibilities grow more this season than Mendoza. The Indiana quarterback has led the Hoosiers to a magical season that includes a Big Ten championship and a spot in the College Football Playoffs. The Big Ten title is Indiana’s first since 1945 and the Hoosiers are the No. 1 seed in the Playoffs. Mendoza, one of four finalists for the Heisman Trophy, suddenly finds himself the most popular person in Bloomington since Bobby Knight — and he’s accomplished all that in his first season with Indiana after transferring from California. On3 estimates Mendoza’s NIL valuation at $2.6 million, but that figure is probably low because he’s picked up more deals as the season has gone on. On Dec. 3, he signed his biggest deal yet: a major partnership with Adidas.
4. JULIAN SAYIN, OHIO STATE
Also a finalist for the Heisman Trophy, Ohio State’s sophomore quarterback has a huge profile after helping the Buckeyes hold the No. 1 ranking for much of the regular season. Perhaps his biggest NIL deal is in real estate — in September, he signed a lucrative partnership with Thrive, a company with numerous housing complexes in Columbus. His $2.5 million NIL valuation also includes deals with Panini and The Foundation (Ohio State’s collective).
5. CALEB DOWNS, OHIO STATE
As a general rule, defensive backs aren’t huge NIL earners. But Downs, a junior safety, is a major exception. Panini America gave Downs a huge deal that made him the first defensive player ever to partner with the company. Downs also has major deals with Beats by Dre, American Eagle, Rhoback and Celsius that help bring his NIL valuation to $2.5 million.
6. DANTE MOORE, OREGON
Oregon’s collective reached deep into its pockets to bring in Moore as a transfer from UCLA prior to the 2024 season. The quarterback barely played in his first season with the Ducks, attempting only eight passes. But he’s blossomed this year, throwing for 2,733 yards and 24 touchdowns. In the NIL world, Moore is best known for his lucrative Nike “Grateful Ducks” partnership that also features teammate Dakorien Moore. He also has deals with Beats by Dre and eBay that bring his NIL valuation to $2.4 million.
7. CARNELL TATE, OHIO STATE
Put Tate and teammate Jeremiah Smith together and you get the nation’s top wide receiver duo in NIL earnings. Tate reportedly had offers of more than $1 million to leave Ohio State through the transfer portal after last season. But he turned them down because he already was doing quite well in Columbus. A Chicago native, one of Tate’s biggest deals is a partnership with the Chicago White Sox in which he makes public appearances for the baseball team. He also has lucrative deals with Rosenhaus Sports, Hollister and EA Sports that bring his NIL valuation to about $1.6 million.
8. DREW ALLAR, PENN STATE
The season didn’t go nearly as well as expected for the Nittany Lions and their senior quarterback. After opening the season as one of the nation’s top-ranked programs, Penn State collapsed and Coach James Franklin was fired midway through the season. Allar, who entered the year as a Heisman candidate, was having a disappointing season and it ended early when he suffered a season-ending ankle injury in October. But long before things fell apart, Allar positioned himself to earn around $1.5 million in NIL money, thanks largely to a major deal with Venmo. He also has deals with Nike and American Eagle.
9. MALIK WASHINGTON, MARYLAND
A native of Glen Burnie, MD, Washington surprised many when he decided to stay home and play for the Terrapins instead of choosing a program with a higher profile. The move has worked out well, with Washington immediately earning the starting quarterback job this season. At the start of the season, he signed a major deal with Pepsi — the company’s first season-long deal with a college athlete. Washington also has a deal with Ledo Pizza, which now offers a hot honey pizza called “Malik’s Way.” Washington’s NIL valuation continues to grow.
10. KAYTRON ALLEN, PENN STATE
While it’s been a difficult season for Allar and Penn State, Allen has made the most of it. On the field, he’s emerged as the clear No. 1 running back, rushing for 1,303 yards and 15 touchdowns. Allen has been steadily climbing in NFL mock drafts, with speculation he could go as early as the second round. Off the field, Allen has had a strong final season in Happy Valley. Thanks to an aggressive social media presence and his status as the lone bright spot for the Nittany Lions, Allen has seen his NIL valuation grow to over $1 million, with partnerships across Pennsylvania accounting for most of that total.
Learn More About the NIL Landscape
Name, Image, and Likeness plays an increasing role in college sports, and understanding how it works often requires more than individual articles or news updates.
RallyFuel is a platform focused on NIL-related topics across college athletics. It brings together information about athletes, NIL activity, and the broader structure behind modern college sports, helping readers explore the topic in more depth.
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