When we originally ran this list in 2024, colleges were still not allowed to pay athletes directly, but that has changed with a recent court ruling.
Sure, the vast majority of college athletes rely on small, local marketing deals to make a few bucks. However, in this influencer age, athletes are also now making money for sponsored social media posts by the boatload.
A step above that, however, it's been reported that the average college football player at a school in one of the “Power 5” conferences (Big 10, Big 12, SEC, ACC, Pac 12) will likely earn between $10,000 and $100,000 per year thanks to the deep pockets of what are called “NIL collectives,” groups of school donors that pool their money to pay players on their school’s team. But make no mistake, the money goes well beyond that. Let’s just say plenty of athletes have lots of money left over after picking up the bill for their friends at the local McDonald's.
As you might guess, Texas has more than its fair share of athletes breaking the NIL bank these days, especially when it comes to the state’s top football programs. University of Texas QB Arch Manning sits at the top of the list for earnings not only in Texas this year, but for the entire nation.
Given the billions of dollars that college athletics generate every year, it's nearly impossible to argue against the athletes making a few bucks, so the new NIL era is a success in that regard. But according to 1310 The Ticket's Matt McClearin, who also writes about sports for the Observer, the big spending may have also served to make an old problem a bit worse.
"NIL has made the gap between the haves and have-nots bigger than ever," he says. "It's great that kids get paid, I love it, but it's the Wild West now. No one knows how to regulate it, so the rich truly are richer."
Other than Manning, this year's top 10 NIL list in Texas experienced a complete turnover from last year. Unlike in 2024, an athlete from a Dallas-Fort Worth school is in the top 10 this year, with TCU quarterback Josh Hoover securing an enviable bag. SMU quarterback Kevin Jennings, although just barely outside of the top 10 in Texas, is still doing well with just under $1 million in NIL deals.
The list of Texas college athletes making more than $1 million increased dramatically in 2025, which means that headline-grabbing Texas Tech softball pitcher NiJaree Canady isn't even in the top 10, with a reported $963,000 in NIL deals. The entire top 10 comprises $1 million athletes, whereas last year, only two exceeded that amount.
Let’s not forget the talented Texans who left our borders to show off their skills elsewhere. Clemson QB Cade Klubnik, from Austin, and Flower Mound's Grant Nussmeier, who now plays QB for LSU, are each set to earn more than $3 million in NIL deals this year.
But who is slated to make the most in NIL money in Texas this year? Check out the list below to find out.*
- Arch Manning, University of Texas, Football: $3.1 million
Notable deals: Panini, Uber, Vuori
- J.T. Toppin, Texas Tech University, Basketball: $2.8 million
Notable deals: The Matador Club (NIL collective)
- Josh Hoover, Texas Christian University, Football: $2.4 million
Notable deals: The Flying T Club (NIL collective)
- Ryan Wingo, University of Texas, Football: $1.5 million
Notable deals: Texas One Fund (NIL collective)
- Colin Simmons, University of Texas, Football: $1.5 million
Notable deals: Texas One Fund (NIL collective)
- Michael Rataj, Baylor University, Basketball: $1.3 million
Notable deals: GXG (NIL collective)
- Sawyer Robertson, Baylor University, Football: $1.3 million
Notable deals: GXG (NIL collective)
- Kevin Concepcion, Texas A&M University, Football: $1.2 million
Notable deals: Topps, The Family (NIL collective)
- Chris Cenac, University of Houston, Basketball: $1.2 million
Notable deals: N/A
- Lee Hunter, Texas Tech University, Football: $1.1 million
Notable deals: The Matador Club (NIL collective)
*This list is based on the NIL 100, according to On3.com. Some reports from outlets other than On3.com regarding individual NIL deals may vary.
