USC quarterback Caleb Williams signs NIL deal with AT&T

On3 imageby:Pete Nakos01/09/23


Caleb Williams
Harry How/Getty Images

Caleb Williams continues to add prominent companies to his NIL brand.

The USC quarterback spent part of his weekend at College Football Playoff fan central as part of a partnership with AT&T. Set up at the brand’s “Fan Bowl,” Williams signed autographs and took pictures with fans.

“Had a great time at the AT&T fan zone at the College Football Playoff fan central,” he wrote in an Instagram story, tagging himself as an AT&T Athlete.

And while he won’t be playing in Monday night’s national title game, the Heisman Trophy winner will be appearing in AT&T’s 5G Radio Show at the Allstate Championship Tailgate at SoFi Stadium.

Williams just wrapped up his first season in Los Angles. Since making the move to the West Coast last February, he has pieced together one of the strongest NIL resumes of any player in the country. He’s added notable brands, such as Athletic Brewing Company, Fanatics, Beats by Dre and AC+ION Water.

With the platform that winning the Heisman gives him, there will be plenty of opportunities the next 12 months. He’s one of the most recognizable college athletes in the nation.

For all of the NIL success, Williams has accomplished more on the field. A win in the Pac-12 title game would have put USC in the College Football Playoff game. He finished his sophomore season ranked No. 1 in the country with 42 passing touchdowns and just five interceptions. The quarterback threw for 4,537 yards, while rushing for another 10 touchdowns.

Making the playoff remains the top priority for Williams. In his Heisman acceptance speech, he admitted he’d much rather be preparing for a semifinal game.

Caleb Williams’ On3 NIL Valuation

The USC quarterback currently holds a $3.2 million On3 NIL Valuation. Since winning the Heisman in December, the valuation has continued to grow. Over the last 10 weeks, his valuation has increased by $1.1 million.

Williams’ valuation ranks No. 5 in the On3 NIL 100, which is the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation. The valuation also ranks No. 2 in college football.

His social media following continues to be on the uptick, too. Since the end of November, he has added more than 40,000 followers on Instagram and Twitter.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career.

The On3 NIL Valuation accounts for an athlete’s roster value and brand value. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. Brand value factors in an athlete’s personal brand and the value it could bring to regional and national brands outside of the scope of NIL collectives.