College Football's NIL Deals Now Dwarf Many NFL Endorsements

College football players are now landing sponsorship deals that outpace those of many NFL veterans, fueling debate over whether the NCAA's name, image and likeness system has quietly become a way to pay athletes to play rather than to promote products.

LSU left tackle Jordan Seaton, a five-star recruit who transferred from Colorado, reportedly earns $4 million for endorsing a national pharmacy chain, a fast-food restaurant, a personal finance firm and other brands, according to On3, which tracks college NIL deals. Texas quarterback Arch Manning, college football's most recognizable name, reportedly took a pay cut this year to $2.5 million.

By comparison, Tennessee Titans left tackle Dan Moore said he has done only a handful of small endorsement deals in his NFL career, including meet-and-greets and a barbecue tool sponsorship. Denver Broncos right tackle Mike McGlinchey, who has $52 million in guaranteed money, has no sponsorship deal at all — putting him in the majority of NFL offensive linemen.

Of the 20 biggest NFL endorsement deals tracked by Sportico, led by Chiefs tight end Travis Kelce at $32 million, not one belongs to a lineman. Quarterbacks Geno Smith ($1.5 million), Sam Darnold ($1 million) and Deshaun Watson ($750,000) all earn less in endorsements than the top 10 college players make in NIL sponsorships.

"It's only been five years since NIL started," Moore said. "Another five years, and we could see college football becoming semi-pro."

McGlinchey said the reality of NIL has strayed far from what he expected when the system launched. "What I thought NIL was supposed to mean was a local Ford dealership in South Bend puts the offensive line on a billboard and gives us a truck to drive around for six months," he said. "Now, NIL means, 'We have collectives of money and the one with the biggest checkbook is going to win.'"

The 14-month-old College Sports Commission is tasked with ensuring companies tied to schools pay athletes within a "fair range of compensation" and for a "valid business purpose," rather than simply for showing up. SEC Commissioner Greg Sankey said those signing the deals must be able to answer whether players are being paid for real promotional work.

Chapman University marketing professor Niklas Myhr said some of the eye-popping figures reflect an "immature market" trying to value unproven 20-year-old athletes the way established brands value professional endorsers. Deals with businesses unconnected to a player's school face less scrutiny and are limited only by what the market will bear.