Edge Rushers Are Driving the NIL Market on Defense
In an era where offensive stars dominate NIL headlines, defensive players—especially pass rushers—are carving out a surprisingly strong market of their own. The days of labeling them “defensive ends” or “outside linebackers” are fading. Today, the modern game defines these players by one skill that’s more valuable than ever: the ability to get to the quarterback.
That value shows up in their NIL valuations.
Of the top 10 defensive players in On3’s 2025 NIL rankings, seven are pure edge rushers, and two others are interior linemen with pass-rush upside. Only one player in the top 10 plays in the secondary.
Here’s a breakdown of the top NIL-earning defensive players in college football heading into 2025.
Top Defensive NIL Earners of 2025
Caleb Downs — Ohio State
Estimated NIL Valuation: $2.4 million
Downs is the rare exception among the top NIL defenders. He’s not an edge rusher but an elite safety anchoring the nation’s top-ranked defense. His projected top-five NFL Draft status for 2026 has boosted his NIL visibility.
He became the first defensive player to sign an NIL partnership with Panini, and he also works with Beats by Dre, Freddy’s Frozen Custard, Hulu, T-Mobile, Crocs, and Celsius. Downs’ name recognition and all-around dominance make him one of the most marketable defensive players in the country.
Dylan Stewart — South Carolina
Estimated NIL Valuation: $1 million to $1.5 million
Stewart is widely viewed as a potential No. 1 overall pick in the 2027 NFL Draft. There was serious speculation he might enter the 2025 draft cycle early, but South Carolina’s collective, The Garnet Trust, kept him in Columbia on a deal reported between $1 million and $1.5 million, with built-in renegotiation triggers.
He also holds a separate endorsement deal with the Joye Law Firm. Stewart is one of the fastest-rising defensive stars in the NIL world.
David Stone — Oklahoma
Estimated NIL Valuation: $1.8 million
Stone leads all interior defensive linemen in NIL earnings. His recruitment and NIL journey have been eventful:
- He signed an initial deal upon joining Oklahoma.
- His valuation dipped after a quieter freshman season.
- That decline led him to briefly enter the transfer portal.
- He ultimately withdrew and renegotiated a performance-based NIL package.
The incentives aren’t public, but with seven tackles for loss and 1.5 sacks already, Stone is tracking well in 2025.
Peter Woods — Clemson
Estimated NIL Valuation: High six figures
Woods is known as one of the best run defenders in the country, with enough pass-rush ability to project as a first-round pick in 2026. His NIL involvement has included charitable partnerships through TigerImpact, including support for Big Brothers Big Sisters of the Upstate.
Colin Simmons — Texas
Estimated NIL Valuation: High six figures
At just 19 years old, Simmons already looks like one of the best EDGE prospects in recent memory. His production backs it up: 19 career sacks and 26.5 tackles for loss.
Simmons holds 10+ NIL partnerships, including agreements with Sonic, Beats by Dre, and Hollister. His combination of age, production, and star potential makes him one of the most valuable defenders in college football.
David Bailey — Texas Tech
Estimated NIL Valuation: Up to $3 million (unconfirmed reports)**
Bailey transferred from Stanford and immediately became one of the Big 12’s most disruptive defenders, recording 12.5 sacks so far. His move to Texas Tech reportedly came with a major payday from the school’s collective—rumored to be as high as $3 million.
Whether that number is exact or not, Bailey is clearly one of the top NIL earners among defensive players.
Clev Lubin — Louisville
Estimated NIL Valuation: Mid six figures
Lubin transferred from Coastal Carolina after a 9.5-sack season in 2024. He has continued his productivity at Louisville, posting five sacks and 8.5 tackles for loss so far. His steady rise, combined with transfer-portal momentum, helped fuel his NIL opportunities.
Damon Wilson II — Missouri
Estimated NIL Valuation: Mid six figures
Wilson spent two seasons at Georgia before transferring to Missouri, where he has quickly become a defensive force with 8.5 sacks in 11 games. He has also made headlines for donating more than $10,000 of his NIL earnings to a youth football program in his hometown of Venice, Florida.
Rueben Bain — Miami
Estimated NIL Valuation: Approximately $1.1 million**
Bain was expected to be one of the top edge rushers in the nation this season, but injuries have limited him to two sacks. Despite the setback, his profile remains strong through past production and Miami’s large NIL ecosystem.
He used part of his NIL earnings to purchase his mother a Cadillac Escalade, a moment widely shared among Miami fans.
Cashius Howell — Texas A&M
Estimated NIL Valuation: High six figures
Howell transferred from Bowling Green in 2024 and immediately benefited from Texas A&M’s collective, which provided a substantial incentive package to bring him to College Station. He has responded with a breakout season, including a memorable sequence where he recorded three straight sacks against Utah State.
He is also one of twelve Aggies who signed NIL agreements with Adidas this year.
Why Defensive Players Are Quietly Rising in NIL Value
While offense still controls the largest share of NIL spending, defensive stars—especially edge rushers—are gaining momentum for three key reasons:
- Pass rushing translates into marketability.
Sacks, pressures, and highlight moments drive social engagement. - NFL projection drives NIL value.
EDGE has become one of the most lucrative positions in the NFL Draft. - Collectives prioritize retention.
Elite defensive talent is now the target of aggressive keep-you-on-campus NIL deals.
This is why the top of the defensive NIL market looks more like an NFL Draft watchlist than a traditional endorsement leaderboard.
RallyFuel Perspective
Fans have always appreciated elite defensive play, and NIL finally gives supporters the ability to reward it.
Through RallyFuel, fans can:
- Support breakout edge rushers and defensive leaders
- Influence NIL potential through transparent contributions
- Help programs retain top defenders
- Back the players who shape games without always getting the spotlight
Defense still wins championships—and fan-driven NIL can help keep those stars on the field.
Conclusion
Defensive NIL valuations in 2025 reflect the modern reality of football: pass rushers are premium commodities. While a few safeties and off-ball defenders break through, the majority of top earners are players capable of disrupting the quarterback.
Сaleb Downs leads the group, but a wave of elite EDGE talent—Stewart, Stone, Simmons, Bailey, and others—continue to define the NIL landscape on defense.
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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