Rising Stars: Recent NIL Signings That Are Turning Heads
In the ever-evolving world of college athletics, NIL (Name, Image, Likeness) deals remain one of the most dynamic shifts in recent years. As more brands invest in rising talent, we’re seeing some groundbreaking agreements, even for athletes who haven’t yet played a snap at the collegiate level. Below are a few standout NIL signings that are shaping the future—and offering lessons for athletes, agencies, and brands alike.
🎯 Drew Allar inks deal with Venmo
Penn State quarterback Drew Allar recently became the face of a new Penn State Venmo Debit Card under his latest NIL partnership. This deal is notable because it merges digital finance with collegiate branding—one that fans and students can tangibly use. It also complements his existing agreements (he also signed with Nike earlier in September). For student-athletes, this is a reminder that the right deal doesn’t just pay—it should align with the athlete’s brand, fan base, and utility.
🏈 Felix Ojo’s historic $5.1M NIL contract
Perhaps one of the most talked-about recent NIL deals, Felix Ojo —a five-star offensive tackle recruit—landed a fully guaranteed $5.1 million, 3-year revenue-sharing contract upon committing to Texas Tech. What’s striking is that this deal came before Felix had ever played a college snap. The contract sets a new benchmark for what top recruits can command in today’s NIL landscape. It also underscores an important truth: brands and schools are increasingly willing to invest early in potential, not just past performance.
🥎 NiJaree Canady: Softball’s new marketable ace
Softball star NiJaree Canady signed a $1.2 million NIL deal with Texas Tech and later joined Venmo as a brand ambassador in the Big 12 partnership. For women’s sports and less mainstream sports, such deals are powerful proof that NIL opportunities are broadening beyond football and basketball. Canady’s marketability reflects not just her athletic success, but her growing name recognition and performance consistency.
🏀 Flau’jae Johnson: Beyond basketball, into equity
Women’s basketball standout Flau’jae Johnson has built a diverse NIL portfolio, working with brands like Puma, Meta, JBL, and Taco Bell. In December 2024, she became one of the first college athletes to receive equity in a women’s 3-on-3 basketball league called Unrivaled. Her approach shows that NIL isn’t just about one-time endorsement fees—it’s about creating long-term value and ownership opportunities.
🏀 RJ Davis & JuJu Watkins: Endorsement volume matters
According to a recent SponsorUnited report, RJ Davis (UNC, men’s basketball) and JuJu Watkins (USC, women’s basketball) led all athletes in total NIL deals over the past year—with Davis securing 25 deals and Watkins 20. Their volume of partnerships demonstrates that for many athletes, success in NIL is as much about building many smaller deals as landing a few blockbuster ones. It also hints at the importance of marketing strategy, relationship-building, and consistent visibility.
📌 Key Takeaways for Athletes, Brands & Fans
Invest early in emerging talent. Brands are increasingly willing to back rising stars before they’re household names (e.g. Felix Ojo).
Non-traditional sports gain ground. Success stories in softball, women’s basketball, etc. (e.g. NiJaree Canady, Flau’jae Johnson) show broader opportunities.
Equity and long-term value are rising. Some NIL deals now include ownership stakes or league participation, not just cash payments.
Volume counts. Athletes like RJ Davis and JuJu Watkins show that many deals (even modest ones) can add up.
Brand alignment is key. Deals succeed when they feel natural: financial services, apparel, or consumer brands that resonate with fans.