Name, image, and likeness (NIL) deals have revolutionized amateur sports, allowing student-athletes to profit from their fame. High school and college athletes can now earn substantial income through partnerships with major brands.

One of the most notable NIL earners is Caitlin Clark, a basketball star at the University of Iowa. Her on-court success has translated into lucrative deals with Nike, Gatorade, and State Farm. According to Ayden Syal, CEO of NIL marketing platform MOGL, there has been a significant increase in interest in March Madness sponsorships and influencer-marketing campaigns.

NIL deals have become a billion-dollar industry, with student-athletes earning significant amounts of money. On3 tracks these partnerships and ranks student-athletes based on their annual NIL Valuation. This valuation considers factors such as roster value performance, influence, exposure, and deal data.

While some student-athletes have built their names through their own talents and skills, others may have benefited from their famous last names. For example, LeBron James' son, Bronny James, has an estimated NIL value of $4.9 million.