Shedeur Sanders, the son of NFL Hall of Famer Deion Sanders, has become one of the most valuable college athletes in terms of NIL (name, image, and likeness) deals.
Sanders, who plays football for Jackson State University, has signed deals with companies such as Beats by Dre, Cash App, and Panini America.
According to reports, Sanders' NIL valuation is now worth over $2 million, which is higher than that of many professional athletes.
This valuation has surpassed that of Olivia Dunne, a gymnast who was previously considered one of the most valuable college athletes in terms of NIL deals.
Dunne, who competes for LSU, has deals with companies such as GK Elite and Barstool Sports.
Sanders' success in securing high-value NIL deals is seen as a sign of the growing importance of college athletes' personal brands.
As more and more states pass laws allowing college athletes to profit from their NIL, it is likely that we will see more athletes like Sanders and Dunne emerge as major players in the endorsement world.