Shedeur Sanders has quickly ascended to the top of college sports’ NIL rankings, becoming one of the most valued athletes in the NCAA. Last year, Bronny James dominated the list with a $5.9 million valuation, thanks to a high-profile Nike partnership. At that time, Sanders trailed with a $4 million valuation. But November 2024 tells a different story-Sanders now sits at the top, valued at an impressive $6.2 million.

This leap in Sanders’ NIL worth didn’t happen by chance. Over the offseason, he capitalized on new opportunities, fueled by Colorado’s 5430 Alliance, an initiative launched in March to support student-athletes in maximizing their NIL potential.

By August, Sanders had secured significant deals, including partnerships with Beats by Dre and Nike, the latter making him the first college football player to land an NIL deal with the sports giant.

Bronny James may be out of the top spots this season, but his high school NIL value remains notable, with a $7.3 million valuation as of early 2023, making him the highest-paid high school athlete at the time. But for now, the spotlight is on Sanders.

Sanders’ endorsements

Sanders is no newcomer to major brand endorsements. He’s previously partnered with Mercedes-Benz, Gatorade, and the BRADY brand, and his recent Nike deal feels like a natural fit, especially given that his father, Deion Sanders, famously released a line of popular Nike shoes and cleats. Shedeur has expressed a desire to expand his collaboration with Nike, envisioning new designs and models under his influence.

Beyond Nike, Sanders has set his sights on luxury brands, including Swiss watchmaker Audemars Piguet. His enthusiasm for the brand has already sparked fan interest, especially after he sported an AP Royal Oak watch during a game.