Name, image and likeness deals (NIL deals for short) have grown into a multi-billion dollar industry since their introduction to amateur sports in 2021, giving student-athletes the opportunity to earn significant amounts of money regardless of whether they have the opportunity to go pro.

Additionally, as part of a landmark anti-monopoly settlement in May, the NCAA and its five major conferences (ACC, Big Ten, Big 12, Pac-12 and SEC) agreed that for the first time in college sports history, schools can pay their athletes directly.

Spencer Wadsworth, senior vice president of international soccer at talent management firm Wasserman, told Business Insider that NIL has taken the pressure off some athletes to turn pro early.

“Everyone experiences different pressures and I think it’s really positive to know that you can still make some money (technically get paid for your sport) and continue your education because everyone is on their own path,” he said.

Wadsworth added that NIL can teach athletes good habits when it comes to managing their money by providing them with more support, rather than leaving them to fend for themselves as professionals.

And the amounts are not insignificant: even at the university level, some athletes are worth millions of dollars.

Media and technology company On3 uses an algorithm to track and update players’ NIL ratings on a weekly basis.

NIL values ​​are calculated based on an athlete’s performance, influence, exposure, and deal data. These are used to create a Roster Value and a NIL Value.

According to On3, most athletes’ total NIL ratings are based on their Roster Value, which is defined as “a calculation of an athlete’s respective value to their team,” similar to the salary professional athletes receive from their organizations.

Their NIL value is related to the extent to which an athlete’s performance, influence and fame lead to additional advertising and sponsorship.

Their Roster Value plus their NIL Value make up their total NIL Valuation.

While these student-athletes have built a name for themselves thanks to their talents, skills and social media savvy, some of NIL’s top earners may have had a little extra help attracting deals thanks to their last names that leave their mark.

With valuations starting at $1.3 million, here’s a look at the top 10 student-athletes who benefit the most from NIL. These figures were accurate through August 30, 2024.