Wan'Dale Robinson, Will Levis make inaugural On3 NIL 100

MrsTylerKSR

This afternoon, On3 released the inaugural NIL rankings and valuation, a first-of-its-kind index that looks to set the standard market value for both high school and college-level athletes. Three Kentucky Wildcats made the NIL 100, which includes high school and college players in both football and basketball.

Future Kentucky guard Skyy Clark is No. 25 on the list, sixth-highest among high school basketball players. With a social media following of 270K, Clark’s NIL valuation is estimated at $313K. Kentucky Football’s Wan’Dale Robinson, who just declared for the NFL Draft, is No. 52, with a valuation of $174K. Quarterback Will Levis, who is returning for another year, is No. 70, with a valuation of $146K.

When you narrow the rankings to just college football players, Robinson is No. 37 and Levis No. 51. Among high school football players, Kentucky signee Barion Brown is 64th, with a valuation of $41K. Brown has 12.6K followers on Instagram. Per On3’s algorithm, the market value of an Instagram ad for Brown is $273. Levis’ per post value on Instagram is $708, and $267 on TikTok.

On3’s NIL Valuation explained

So, how does On3’s NIL valuation work? As founder Shannon Terry explains, it’s not a tracker of the value of NIL deals an athlete has completed to date; rather, it signifies an athlete’s value at a certain moment in time.

“The NIL valuation is comprised of a number of dynamic data points that focus on two primary factors – an athlete’s social media presence and their level of athletic performance,” Terry wrote. “A base valuation is generated from the number of followers on each social media platform an athlete has (Instagram, Twitter, and TikTok). Each platform is weighted differently based on the number of marketing dollars that brands and advertisers typically spend on each.”

Players can move up or down the NIL rankings based on social media engagement, their standing in On3’s actual rankings, performance on the field or court, existing NIL deals, and media coverage.

You can access On3’s NIL hub here. You can see the rankings for each category below:

For more on On3’s NIL valuation, click here.