In modern college men’s athletics, football and basketball players dominate the high-dollar NIL market. Texas quarterback Arch Manning holds a $3.6 million NIL valuation, while Miami quarterback Carson Beck comes in at $3.1 million. Ohio State wide receiver Jeremiah Smith leads all male college athletes with a $4.2 million valuation. In total, 33 college football players currently hold valuations of at least $1 million.
On the basketball side, BYU freshman forward AJ Dybantsa tops all men’s basketball athletes with a $4.2 million NIL valuation. Eleven other men’s basketball players also sit at or above the $1 million mark.
But on the women’s side, the picture is much more diverse.
Women’s basketball is the top NIL-earning sport for female athletes, but several other sports have become major players as well. Gymnastics, softball, golf, tennis, volleyball, and track and field all feature athletes earning high-value NIL deals.
In fact, the top women’s NIL earner in 2024 didn’t come from basketball at all. Former LSU gymnast Livvy Dunne held a $3.9 million valuation during her final college season, driven by her elite gymnastics background and massive social media following.
Below is a sampling of some of the leading women’s NIL earners in 2025.
Flau’jae Johnson — LSU Women’s Basketball
Women’s sports are a major force in Louisiana, and Johnson has quickly become one of the most recognizable athletes in the state. Playing for powerhouse LSU under coach Kim Mulkey, she is one of the top players in the nation.
With 2 million Instagram followers and 1.6 million TikTok followers, Johnson currently holds the highest NIL valuation in all of women’s college athletics at $1.6 million.
Aaliyah Chavez — Oklahoma Women’s Basketball
Considered the top recruit in the class of 2025, Chavez scored 4,796 points in her high school career. She surprised many by choosing Oklahoma over traditional power programs like LSU and South Carolina.
She has started fast in college, averaging 16.8 points per game, including a 29-point performance on Nov. 12 against Kansas City.
NiJaree Canady — Texas Tech Softball
A junior pitcher, Canady already had over $1 million in NIL deals prior to this year. In June, she secured another major contract worth $1,050,024 from the Matador Club, Texas Tech’s collective.
That agreement helped end speculation that she might enter the transfer portal.
JuJu Watkins — USC Women’s Basketball
The No. 1 recruit in the Class of 2023, the Los Angeles native chose to stay home at USC — and has lived up to the hype. The 6-foot-2 guard/forward averaged 25.5 points per game in each of her first two seasons.
This year, she is averaging 23.9 points and 6.8 rebounds, with an estimated NIL valuation of $765,000.
Sydney Smith — Georgia Gymnastics
Smith didn’t start at a major program, but her popularity exploded while competing at Southern Connecticut State, where she became widely known as the “world’s most flexible gymnast.”
She is now at Georgia, one of the top gymnastics programs in the country, and her profile continues to grow.
Jade Carey — Oregon State Gymnastics
An Olympian, Carey has landed NIL partnerships with Reebok, OZONE Leotards, and several other major brands. Her estimated NIL valuation stands at $397,000.
Shelomi Sanders — Alabama A&M Women’s Basketball
As the daughter of Deion Sanders, she naturally carries a high profile. Combined with her 700,000+ social media followers, Sanders has built an NIL valuation of $299,000.
Harper Murray — Nebraska Volleyball
Despite facing legal issues earlier in the year, Murray remains extremely popular. She has secured NIL deals with Dove, Advanced Skin and Body Aesthetics, and Premier Window Tinting Ink.
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