Since the introduction of Name, Image and Likeness (NIL) deals to amateur sports in 2021, the industry has grown into a billion-dollar enterprise. High school and college athletes can now financially benefit from their name, image and likeness through partnerships with leading brands like Nike and Gatorade. For example, LeBron’s son, Brony James, has an estimated net worth of NIL at $4.9 million.

March Madness has become a popular time for NIL sponsorships and influencer marketing campaigns. University of Iowa basketball star Caitlin Clark is one athlete who has secured lucrative deals with big brands like Nike, Gatorade and State Farm during her March Madness run. Aiden Sial, CEO of NIL marketing platform MOGL, has seen a significant increase in March Madness sponsorships in recent years.

NIL deals are valued based on factors such as roster performance, impact, exposure and contract data by On3, which tracks these partnerships and ranks student-athletes based on their annual NIL value. The top 10 highest-earning NIL student-athletes have valuations starting at $1.5 million as of March 26th 2024. Some top earners have become successful through a combination of talent, skills and social media presence while others may have benefited from their well-known surnames in securing jobs.

By Samantha Johnson

As a dedicated content writer at, I immerse myself in the art of storytelling through words. With a keen eye for detail and a passion for crafting engaging narratives, I strive to captivate our audience with each piece I create. Whether I'm covering breaking news, delving into feature articles, or exploring thought-provoking editorials, my goal remains constant: to inform, entertain, and inspire through the power of writing. Join me on this journalistic journey as we navigate through the ever-evolving media landscape together.

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