Skip to main content
Join Now

Alabama QB Keelon Russell buys mom new car using NIL dollars

ns_headshot_2024-clearby: Nick Schultz05/20/25NickSchultz_7
Alabama QB Keelon Russell
Alabama QB Keelon Russell (Gary Cosby Jr. / Imagn Images)

As he gets ready for his freshman season at Alabama, Keelon Russell is taking care of his family through NIL. He bought his mom a new car.

Russell shared a photo of his mother with a new Mercedes-Benz on his Instagram story. The crown jewel of Alabama’s 2025 recruiting class, he’s also primed for success in the NIL space with a $1.3 million On3 NIL Valuation.

Now, the former Five Star Plus+ recruit is looking out for his family. Russell shared a simple caption in his post that included his mom with the new car, saying he’s “blessed to make her happy,” and she posted about the gift, as well.

On the field, Russell is competing for Alabama’s starting quarterback job along with Ty Simpson and Austin Mack. Crimson Tide head coach Kalen DeBoer recently said a decision is expected during training camp, but Simpson would be the projected “starter” based on his experience.

There’s still an opportunity for Russell to make an impression, though, with summer workouts and camp on the horizon. A product of Duncanville (TX), he was the No. 2 overall player from the 2025 cycle, according to the On3 Industry Ranking, a weighted average that utilizes all four major recruiting media companies.

How Keelon Russell is set up for NIL success

Keelon Russell’s first NIL deal was with Panini America as he ventured into the space. Repped by Team IFA, he remains set up for success off the field, as well.

Russell’s $1.3 million On3 NIL Valuation ranks No. 37 in the college football NIL rankings and second among incoming freshmen behind Michigan quarterback Bryce Underwood. He also sits at No. 78 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

Speaking with On3 in February ahead of Super Bowl LIX, Russell shared the biggest lesson he learned about NIL as he ventured into the landscape. He stressed the need to keep focus on the task at hand, and everything else will fall into place from there.

“The best advice was to understand what’s coming towards you,” Russell said via Zoom. “Understand that your profile is your profile. Understand that your name is your name. Building that is the most successful thing that you can do, especially with how the NIL space is getting bigger. The performances of the platforms are getting way more advanced. NIL is something that takes away from the aspects of football. Somebody told me, focus on the key things.

“NIL is a great thing, but focus on your key things and NIL’s gonna come. All the stuff’s gonna come. Focus on football, and the NIL space is gonna come. Your profile is your profile. You do good, your profile is gonna be on the rise.”