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College football, basketball players average $35k On3 NIL Valuation

On3 imageby:Andy Wittry07/20/22


High school and college athletes who play football or men’s basketball have an average On3 NIL Valuation of more than $28,000, based on an analysis of the NIL market value of nearly 12,000 athletes who are in the On3 database. The more than 6,300 college athletes examined have an average On3 NIL Valuation of $35,354, compared to an average of $19,531 among more than 5,300 high school athletes.

The On3 database includes primarily three, four and five-star recruits, as well as college football and men’s basketball players. The players with the largest On3 NIL Valuations are typically elite high school recruits or starting quarterbacks at the college level, whose valuations reach the low-to-mid seven figures.

Players in SEC have highest average valuation

The SEC’s slogan is “It just means more.”

Well, in the SEC, the mean is just more. The average On3 NIL Valuation among 1,372 players in the SEC is $52,806, which is more than athletes in the Pac-12, which ranks second at $37,089.

While UCLA Chancellor Gene Block and Director of Athletics Martin Jarmond said moving to the Big Ten will increase Bruin athletes’ NIL opportunities, many athletes in the Pac-12 have already built strong personal brands and market values.

“With all the brand deals we’ve done, we’ve actually seen slightly more athletes being selected by our brand partners from the Pac-12 than we have from the Big Ten,” said Bill Jula, the founder and CEO of the NIL sports marketing agency Postgame. “Already. So, I thought that was interesting.”

On3’s Pete Nakos broke down the average for each Power 5 conference.

What is the On3 NIL Valuation?

The On3 NIL Valuation is an index that looks to set the standard market value for both high school and college athletes. The NIL valuation does not act as a tracker of the value of NIL deals an athlete has completed to date. It rather signifies an athlete’s projected annual value at a certain moment in time.

Athletes can utilize their On3 NIL Valuation during the negotiation of NIL activities to maximize their market value.

The On3 NIL 100 is the first of its kind and the defacto NIL ranking of the top 100 high school and college athletes ranked by market valuation.

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The two players at the top of the On3 NIL 100 are related to some of the most successful players in their respective sports. Sierra Canyon High School guard Bronny James, whose On3 NIL Valuation is $6.4 million, ranks first. Isidore Newman School quarterback and recent Texas commit Arch Manning ranks second at $3.4 million.

Alabama quarterback Bryce Young, the reigning Heisman Trophy winner, is third at $3.1 million.

At SEC Media Days, Alabama coach Nick Saban said his players made more than $3 million last year through NIL.