Running Backs Are Struggling in the 2025 NIL Landscape
The 2025 season has been a difficult one for college running backs in the NIL world.
Unlike quarterbacks and wide receivers, who dominate the top of almost every valuation list, running backs have seen slower growth and declining overall share of NIL investment.
Only four running backs appear in On3’s Top 100 NIL valuations across all college sports. Just one ranks inside the Top 40. Several high-profile backs entered the season with strong earning power but have not matched those expectations on the field.
Still, a number of running backs are finding creative ways to maintain or grow their NIL value. Here is a detailed look at the top earners.
Top NIL Running Backs of 2025
Jeremiyah Love — Notre Dame
Estimated NIL Valuation: $1.6 million
On3 Overall Rank: No. 40
Jeremiyah Love remains the most valuable running back in the country, driven by consistent performance and strong national visibility. His NIL portfolio includes major partners such as New Balance, Samsung, Celsius, and Nicolet Bank. Love is the most notable exception in a year where RB valuations have generally lagged behind other positions.
Kaytron Allen — Penn State
Estimated NIL Valuation: $1.1 million
Allen has been one of Penn State’s few bright spots this season and recently became the program’s all-time leading rusher. He projects as a top NFL Draft candidate for 2026. His NIL income comes from deals with Fatman and revenue from his personal merchandise store at KaytronAllen13.com. Strong legacy and steady production continue to support his value.
Justice Haynes — Michigan
Estimated NIL Valuation: High six figures
Haynes’ transfer from Alabama to Michigan revitalized both his career and his marketability. In Ann Arbor, he made NIL history by becoming one of the first college athletes to receive an equity stake in a national consumer packaged goods brand. His partnership with Loom, a fast-growing juice company, positions him as a long-term brand collaborator rather than a traditional endorser.
Ahmad Hardy — Missouri
Estimated NIL Valuation: Mid-to-high six figures
Hardy has been central to Missouri’s breakout season, surpassing 1,400 rushing yards and emerging as one of the most productive backs in the country. Most of his NIL earnings have come through The NIL Store, but if his on-field success continues, he is a strong candidate for major endorsement deals and collective offers in 2026.
Nick Singleton — Penn State
Estimated NIL Valuation: High six figures
Singleton entered 2025 as one of the most recognizable running backs in college football thanks to his first two seasons. Despite a quieter year, he retains significant NIL value through partnerships with EA Sports, Gatorade, Rhoback, Dunkin’, and 7-Eleven. His early-career performance and national profile keep him positioned as a top RB earner.
Waymond Jordan — USC
Estimated NIL Valuation: Mid six figures
Jordan arrived at USC after a standout junior college career. Although he has not matched his previous production, he secured a meaningful NIL deal with C4 Energy before the season began. With USC’s platform and offensive exposure, he still has room to grow his value.
Issac Brown — Louisville
Estimated NIL Valuation: Mid six figures
Brown burst onto the scene as a freshman in 2024, rushing for more than 1,100 yards. While 2025 has been more uneven, he continues to generate NIL income through Opendorse and The NIL Store. A bounce-back season would elevate him back into upper-tier RB territory.
Mahki Hughes — Oregon
Estimated NIL Valuation: About $1 million (initially)
After transferring from Tulane, Hughes entered Oregon with a high valuation and major expectations. He chose to redshirt in 2025, which tempered short-term NIL earnings but sets him up for a strong 2026 campaign if he returns healthy and productive.
Quintrevion Wisner — Texas
Estimated NIL Valuation: Approximately $750,000
Wisner entered the season with high expectations after a 1,064-yard campaign in 2024. Injuries have limited his production in 2025, but he still benefits from strong partnerships with CAVA and T-Mobile. If he returns fully healthy, Wisner is on track to surpass the million-dollar mark in 2026.
Emmett Johnson — Nebraska
Estimated NIL Valuation: Rising
Johnson has been one of the breakout stars of the year, ranking fourth nationally in rushing yards with 1,234 yards and scoring 14 total touchdowns. While he has not yet secured major national NIL deals, he is earning through Opendorse and The NIL Store. If he returns for 2026, his NIL upside is significant.
Why Running Backs Lag Behind in NIL
Running backs face several structural challenges:
Positional value is declining.
As offenses become more pass-oriented, RBs hold a smaller share of national marketing attention.
Injury risk affects brand confidence.
Running backs experience more wear and tear, making long-term deals riskier.
Collectives prioritize positions that influence recruiting and wins.
Quarterbacks and elite receivers simply drive more engagement.
Despite these obstacles, the running backs who build their brands creatively or leverage past success are still finding meaningful NIL pathways.
RallyFuel Perspective
Running backs often have passionate fanbases, and fan-driven support can meaningfully shift their NIL trajectory.
With RallyFuel, fans can:
- Support undervalued running backs
- Help increase NIL offer potential
- Contribute to athlete success in a transparent and compliant way
- Influence which athletes gain momentum heading into future seasons
Running backs may face a tougher NIL market, but fan engagement can make a measurable difference.
Conclusion
Although 2025 has not been a standout NIL year for running backs, several players continue to earn strong valuations through a combination of performance, brand partnerships, and strategic NIL decisions. Love and Allen headline the group, while emerging players like Hardy and Johnson could become major NIL earners in 2026.
Running backs may not dominate the NIL conversation, but the ones who adapt their brand strategy are positioned to thrive.
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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