Alabama WR Ryan Williams signs NIL deal with New Era
Alabama wide receiver Ryan Williams is adding to his NIL portfolio. The sophomore standout has signed an NIL deal with New Era, he announced via Instagram.
Williams joins Syracuse basketball guard Kiyan Anthony, Kansas guard Darryn Peterson and UConn forward Sarah Strong as New Era ambassadors. The Alabama star has a $2.5 million On3 NIL Valuation.
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New Era is the latest notable NIL deal for Williams, who previously announced partnerships with Beats by Dre and Nike. He also starred on the cover of the EA Sports College Football 26 video game alongside fellow sophomore star and Ohio State receiver Jeremiah Smith.
“One of the most electric playmakers in college football, Ryan Williams brings speed, agility, and big-play ability to Alabama’s offense, embodying the Crimson Tide’s tradition of excellence,” New Era wrote.
Williams put together a standout freshman season at Alabama in 2024, emerging as the top target for quarterback Jalen Milroe. He totaled 48 receptions for 865 yards and eight touchdowns, including a memorable score to lead the Crimson Tide to a victory against Georgia.
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In last week’s rematch, Williams had five receptions for 43 yards as Alabama once again took down the Bulldogs, this time on the road. Through three appearances in 2025, he has 15 catches for 238 yards and two touchdowns – including 165 yards and two scores in a Week 3 win over Wisconsin.
Off the field, Williams has been a key player in the NIL space. His $2.5 million On3 NIL Valuation ranks No. 10 in the college football NIL rankings. It also puts him at No. 12 in the On3 NIL 100, the first of its kind and de facto NIL ranking of the Top 100 high school and college athletes ranked by their On3 NIL Valuation.
Williams and Alabama are gearing up for a high-profile matchup in Week 6. The Crimson Tide will welcome Vanderbilt to Bryant-Denny Stadium in a rematch of last year’s upset in Nashville. The Commodores, led by quarterback Diego Pavia, took down Alabama at FirstBank Stadium one week after the Georgia victory.
This year, the two teams will once again meet after the Crimson Tide defeated Georgia. Kickoff for Saturday’s game is set for 3:30 p.m. ET on ABC.