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Tom Brady extends NIL partnership with Shedeur Sanders for his BRADY brand

Jeremy Crabtree10/13/22
On3 image
(Courtesy of BRADY)

Through a NIL deal in Dec. 2021, NFL legend Tom Brady tapped Jackson State star quarterback Shedeur Sanders to become one of the faces of his apparel brand’s inaugural campaign. Now Sanders is set to become the BRADY brand’s first long-term ambassador.

According to a report from Women’s Wear Daily, Sanders will help Brady expand his presence in the college sports space. Sanders is the son of Deion Sanders, one of the most iconic football players of the past quarter century. He’s also a heck of a football player in his own right. He’s already thrown for more than 1,700 yards and 17 touchdowns this season for the undefeated Tigers.

Sanders told WWD that the extension of their NIL agreement is a dream come true.

“Tom Brady is a person that I look up to and I really adore,” Sanders told WWD. “He’s one of those people that’s just really down to earth, so with every deal and everything that I’m doing with my own brand, we like doing things that are real and that are genuine, so it’s a perfect fit — being able to have the opportunity to get this deal done and to be able to represent their company like that is really amazing.”

As part of the expanded role through his NIL deal, Sanders will appear in BRADY brand ad campaigns and help the company with new launches. Plus, Sanders said he will wear the brand during his public appearances.

BRADY is described as a clothing line for the performance-minded with a focus on where all day performance meets style and comfort. The brand offers everything from T-shirts, polos, sweatshirts, sweatpants, jackets, underwear and more. It’s intended to be worn by athletes in and out of the gym.

Shedeur Sanders’ massive NIL brand

With nearly 1 million followers across his social media accounts, Shedeur Sanders is one of the most valuable names in the NIL space.

His father’s notoriety partnered with his performance on the field has only helped. The quarterback has previously signed deals with Beats by Dre and Gatorade. Last month, he announced the launch of “#2 BBQ Sauce,” his first retail product. The sauce was launched with PLB Sports & Entertainment, which creates food products with athletes. PLB has created products such as Doug Flutie’s Flutie Flakes and Stefon Diggs Hot Sauce.

Sanders currently holds an On3 NIL evaluation of $1.2 million. He ranks No. 14 in the NIL 100 and ninth in the top 10 college football valuations. He has a per-post value of $7,900. His valuation has seen a major uptick since the start of the season, up $342,000 in the past 14 weeks.

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

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 calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.