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Ranking the top eight Big Ten football NIL Valuations for 2025

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Being able to compensate college athletes over the last few years has changed the landscape of college sports, most notably the revenue behemoth that is college football. Name, Image and Likeness has helped usher in a new era of bidding wars and recruiting efforts that didn’t exist just less than a decade ago. And now, with the House Settlement, things will change even more.

Especially at a place like Ohio State that has a huge athletic department and a massive budget.

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But NIL is still in practice, and there are still athletes getting paid for the usage of their name, so it’s a big deal. We always hear about the astronomical figures the top-end stars are pulling in, but there are smaller ones as well. However, the multi-million dollar contracts aren’t as prevalent as one would think. In fact, we’re ranking the top Big Ten NIL valuations, and there are fewer than ten that make the list worth mentioning.

Here’s a list of the top eight NIL valuations according to On3 in the Big Ten, ranked from least to most expensive. You may be surprised by what and who is on this list., and of course, the bigger programs with the most money like Ohio State appear on this list more than some that do not at all.

No. 8 – Evan Stewart, Wide Receiver | Oregon Ducks

Oregon wide receiver Evan Stewart walks the field during warmups as the Oregon Ducks face the Ohio State Buckeyes Wednesday, Jan. 1, 2025, in the quarterfinal of the College Football Playoff at the Rose Bowl in Pasadena, Calif.

Oregon wide receiver Evan Stewart walks the field during warmups as the Oregon Ducks face the Ohio State Buckeyes Wednesday, Jan. 1, 2025, in the quarterfinal of the College Football Playoff at the Rose Bowl in Pasadena, Calif.

NIL Valuation – $1.7 Million

National Rank – No. 25

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Stewart had a great year last season, but played second fiddle to Tez Johnson in star power. This year, it should be him as the No. 1 threat and player personality many will follow.

Penn State running back Nick Singleton (10) carries the ball during the Blue-White game at Beaver Stadium on Saturday, April 26, 2025, in State College. The White team defeated the Blue team, 10-8.

Penn State running back Nick Singleton (10) carries the ball during the Blue-White game at Beaver Stadium on Saturday, April 26, 2025, in State College. The White team defeated the Blue team, 10-8.

NIL Valuation | $1.8 Million

National Rank – No. 21

Singleton is entering his senior year and is part of a running back tandem that should be very dangerous this season. He’s a star running back for Penn State, and that alone garners attention and a pretty significant NIL package.

No. 6 – Nico Iamaleava, Quarterback | UCLA Bruins

Tennessee quarterback Nico Iamaleava (8) is offered a box of Cheez-Its on stage during the awards presentation of the Citrus Bowl NCAA college football game on Monday, January 1, 2024 in Orlando, Fla. (One of the hundreds of photographs I have of Nico Iamaleava and only photo where he is presented with a box of Cheez-Its.)

Tennessee quarterback Nico Iamaleava (8) is offered a box of Cheez-Its on stage during the awards presentation of the Citrus Bowl NCAA college football game on Monday, January 1, 2024 in Orlando, Fla. (One of the hundreds of photographs I have of Nico Iamaleava and only photo where he is presented with a box of Cheez-Its.)

NIL Valuation | $2 Million

National Rank – No. 19

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Nico is well-known after having a fantastic season last year with Tennessee. He is one of the most recognizable quarterbacks with all the potential he possesses with his dual-threat ability, and now he’ll be doing his work out in Westwood for UCLA.

Aug 31, 2024; Lincoln, Nebraska, USA; Nebraska Cornhuskers quarterback Dylan Raiola (15) rolls out to pass against the UTEP Miners during the third quarter at Memorial Stadium. Mandatory Credit: Dylan Widger-USA TODAY Sports

Aug 31, 2024; Lincoln, Nebraska, USA; Nebraska Cornhuskers quarterback Dylan Raiola (15) rolls out to pass against the UTEP Miners during the third quarter at Memorial Stadium. Mandatory Credit: Dylan Widger-USA TODAY Sports

NIL Valuation | $2.3 Million

National Rank – No. 17

Raiola’s commitment was highly publicized. He first committed to Ohio State, then Georgia, before finally landing at Nebraska, where he had family ties. He had a very impressive, though a bit inconsistent freshman campaign and should be poised for a continuation and further breakout in 2025.

No. 4 – Caleb Downs, Safety | Ohio State Buckeyes

Sep 28, 2024; East Lansing, Michigan, USA; Ohio State Buckeyes safety Caleb Downs (2) celebrates after tackling Michigan State Spartans running back Nate Carter (5) in the first half at Spartan Stadium on Saturday.

Sep 28, 2024; East Lansing, Michigan, USA; Ohio State Buckeyes safety Caleb Downs (2) celebrates after tackling Michigan State Spartans running back Nate Carter (5) in the first half at Spartan Stadium on Saturday.

NIL Valuation | $2.4 Million

National Rank – No. 15

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Downs came to Ohio State via the transfer portal after becoming a freshman All-American at Alabama. He had a stellar sophomore campaign in Columbus and is a fan favorite. He might be the best defender in all of college football, playing for arguably the most-followed college football program. That all translates to a massive NIL package.

No. 3 – Bryce Underwood, Quarterback | Michigan Wolverines

Bryce Underwood, 17, a freshman quarterback at the University of Michigan and the nation’s No. 1 recruit in the 2025 class, participates in a private workout in Detroit on Saturday, June 21, 2025.

Bryce Underwood, 17, a freshman quarterback at the University of Michigan and the nation’s No. 1 recruit in the 2025 class, participates in a private workout in Detroit on Saturday, June 21, 2025.

NIL Valuation | $3 Million

National Rank – No. 10

There is a ton of hype for the No. 1 quarterback coming out of high school, and Michigan is hoping he makes good on all of it. There was a lot of buzz surrounding his recruitment, and he has many folks following what he might do at the college level, even though he has yet to do anything in Ann Arbor.

No. 2 – Drew Allar, Quarterback | Penn State Nittany Lions

Penn State quarterback Drew Allar (15) heads to the locker room during the second quarter of their game Saturday, October 26, 2024 at Camp Randall Stadium in Madison, Wisconsin. Penn State beat Wisconsin 28-13.

Penn State quarterback Drew Allar (15) heads to the locker room during the second quarter of their game Saturday, October 26, 2024 at Camp Randall Stadium in Madison, Wisconsin. Penn State beat Wisconsin 28-13.

NIL Valuation | $3.1 Million

National Rank – No. 8

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Allar was a five-star quarterback coming out of Ohio before committing to play for Penn State. Though he has yet to win the biggest of games, he has a big arm and is the face of the Nittany Lions’ chances at not only making the College Football Playoff, but going on a run to a national championship.

No. 1 – Jeremiah Smith, Wide Receiver | Ohio State Buckeyes

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates a first down catch during the second half of the College Football Playoff quarterfinal against the Oregon Ducks at the Rose Bowl in Pasadena, Calif. on Jan. 1, 2025. Ohio State won 41-21.

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates a first down catch during the second half of the College Football Playoff quarterfinal against the Oregon Ducks at the Rose Bowl in Pasadena, Calif. on Jan. 1, 2025. Ohio State won 41-21.

NIL Valuation | $4.2 Million

National Rank – No. 3

Everyone knows Smith. He was an absolute star who flashed on the scene for Ohio State as a freshman after being ranked as the top overall recruit in the 2024 class. He more than made good on all that buzz and is arguably the best player in college football returning for two more seasons, still in Columbus. He is adored in Central Ohio and feared across the rest of the country.

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Contact/Follow us @BuckeyesWire on X (formerly Twitter) and like our page on Facebook to follow ongoing coverage of Ohio State news, notes and opinion. Follow Phil Harrison on X.

This article originally appeared on Buckeyes Wire: Ranking the top eight Big Ten football NIL valuations for 2025



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College Football TV Ratings: Army-Navy Game averages 7.84 million viewers

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Once again in its standalone window, America’s Game came down to the wire last week. Ultimately, Navy got a second straight victory over Army, and it became CBS’ most-watched college football game of the season.

An average of 7.84 million people watched as Navy came away with the victory at M&T Bank Stadium in Baltimore. While it’s a 17% decrease from last year’s 9.4 million viewers – the best since at least 1990 – it’s still the second-best viewership for the game since 2018, according to Sports Business Journal’s Austin Karp.

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Last year’s Army-Navy game topped the previous high mark of 8.45 million viewers in 1992. In addition, it tops CBS’ slate of games this year, beating out the 5.6 million viewers who watched Indiana at Oregon in Week 7, according to data compiled by On3.

This year’s Army-Navy game also marked the last for CBS analyst Gary Danielson in the booth. He has worked 17 matchups between the two programs and will get ready for retirement following the Sun Bowl later this month. Charles Davis is set to join Brad Nessler in CBS’ lead booth starting next season.

With the victory, Navy extended its advantage in the all-time series against Army, which dates back to 1890. The Midshipmen have an all-time 64-55-7 record against the Black Knights.

How it happened: Navy defeats Army

Navy struck first in the first quarter of last week’s game, taking a 7-0 lead on a Blake Horvath touchdown. But Army responded with 13 points in the second quarter, including a rushing touchdown from Cale Hellums, to take the lead into halftime.

The two teams traded field goals in the third quarter as Army took a 16-10 lead into the final 15 minutes. That’s when Navy completed the comeback as Eli Heidenreich caught the 8-yard touchdown pass from Horvath, putting the Midshipmen back on top, 17-16. That held as the final, giving Navy a second straight win over Army in the historic game.

Horvath led the charge for Navy, rushing for 107 yards and a touchdown on the ground while adding 82 passing yards to go with the touchdown pass to Heidenrich. On the Army side, Hellums had 100 rush yards and a touchdown to go with 82 passing yards.

Both Army and Navy are now getting ready for their respective bowl games. The Midshipmen will head to the Liberty Bowl on Jan. 2, 2026 against Cincinnati while the Black Knights will square off against UConn in the Fenway Bowl on Dec. 27.



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Ohio State QB Julian Sayin Announces NIL News Before College Football Playoff

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Julian Sayin is looking to lead the Ohio State Buckeyes to the national title alongside several other stars like wide receiver Jeremiah Smith.

Ohio State heads into the College Football Playoff with one of the best rosters in the country, starring Sayin and Smith along with wide receiver Carnell Tate, safety Caleb Downs and linebacker Arvell Reese.

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They’re heading into the playoffs as the No. 2 seed after losing to Indiana in the Big Ten title game. The Buckeyes will have a bye week to begin the CFP.

Other teams that will benefit from the bye week include Indiana, Texas Tech and Georgia.

During his time off, Sayin shared some exciting news off the field. The Ohio State Buckeyes quarterback has partnered with Wingstop and Dr Pepper in his latest NIL deal.

“Postseason calls for big plays with @drpepper and @wingstop, had to get the play card out,” Sayin posted.

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Stars Stay, Others Head to Portal

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College Football’s QB Carousel: Stars Stay, Others Head to Portal



































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Texas A&M’s KC Concepcion has ‘not made a decision’ regarding future

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Dec. 16, 2025, 5:06 a.m. CT

Texas A&M’s 2025 offense finished the regular season ranked 19th nationally, while starting quarterback Marcel Reed threw for a career high 2,932 yards and 25 touchdowns, with 13 going to star wide receivers KC Concepcion and Mario Craver, who completely rejuvenated a passing attack that failed to move the needle in key games down the stretch last season.

While Craver is expected to return next season for his all-important junior year, Concepcion has a choice to make regarding his future, choosing between a final year in College Station or declaring for the 2026 NFL Draft, where he is expected to be a first or second-round selection.

Whatever choice he makes is entirely up to him and his family, and while those of us in the media have written numerous articles about his draft standing, returning for his senior season could benefit his NFL future. Still, Concepcion is as mature as they come and is entirely focused on facing the Miami Hurricanes this Saturday during the first round of the College Football Playoff.





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Josh Pate defends Joel Klatt amid G5 backlash, proposes second tier to College Football Playoff

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FOX Sports analyst Joel Klatt found himself in a social media firestorm after comments he made about the Group of Five on a podcast appearance on Next Round Live. Clips of that interview quickly went viral with short snippets of some of the quotes.

The gist of those snippets suggested that Klatt was anti-G5, to the point of wanting the G5 kicked out of the College Football Playoff. Klatt intimated that the only thing keeping the G5 in the playoff currently is the threat of litigation.

College football analyst Josh Pate had his own thoughts on Joel Klatt’s take. He mostly came to the defense of the suddenly targeted analyst.

Pate first played a couple clips from Klatt’s appearance in their entirety. That offered more full context.

“Some of that was insane, I’m going to grant you that,” Pate said of Klatt’s points. “I just want to say the foundation of it I at least understand. The foundation of it is sound. Not all the parts of it. The foundation of it is sound.

“Couple of quotes there. No. 1, the G5 is in the College Football Playoff to avoid litigation is basically true.”

Pate lambasted the use of quote edits in condensing Joel Klatt’s much larger point into a few soundbites. He tried to explain how that’s misleading to his viewers.

“You know sometimes how you see a snapshot or a small soundbite of something and you get outraged by it and then you go on to learn the context of it two weeks later and you’re like, ‘Wow, I probably shouldn’t have gotten as outraged as I did over that,’ Pate said. “That is what is happening to Klatt. Admittedly he brought a lot of this on himself. …

“Now, what you probably saw was you probably saw quote edits like this or quote graphics like this. And if you’re listening on podcast just imagine scrolling through your social feed and there’s a picture of Klatt, looks like he’s somewhere sunny and happy and there’s a quote at the top, and it says, quote, ‘We don’t want Cinderellas. We want the best teams playing each other at the end. It’s the dumbest tournament and the least fair tournament in all of sports.’”

That part from Joel Klatt, obviously, was what many detractors latched onto. But it doesn’t take away from Klatt’s overall point about the G5, Pate pointed out.

So all the moaning over James Madison being in the playoffs is for naught. That’s just the way the current structure is set up.

“They are present in the playoff, they’re granted an auto bid in the playoff because if they are not then lawsuits will be filed immediately,” Pate said. “So that part’s accurate.

“Now whether or not you think it’s morally sound that they’re included in the playoff, that’s your own opinion. He’s got his, I’ve got mine, you’ve got yours. But he is right. Because in no other merit-based world where we just judged these teams on a static scale of quality, of resources and therefore what you do with the resources, and the results on the field and strength of schedule, in no world would James Madison be in the playoff. But the parameters of the playoff right now are that we take the five highest-ranked conference champs. So by every current rule James Madison is in the playoff and should be in the playoff. I don’t disagree with that. Tulane is in the playoff and should be in the playoff. I don’t disagree with the structure. I don’t disagree with the body of the playoff this year based on the current rules.”

So what’s the solution? Well, Joel Klatt also offered an answer for that. It just didn’t happen to go viral with the other stuff.

Klatt believes the G5 should effectively break off from the power conferences and host its own playoff. It would be a playoff tier between the FCS and the FBS.

“That’s been the same point that’s been made on my show,” Pate said. “So you notice if you really hated the G5 you’d just say, ‘Piss on the G5.’ That’s not what he did, despite the fact that that part didn’t get shared widely and it’s not what I’ve ever done on this show.

“Any time you have a problem with something, you ought to have a solution for it. So if your problem is, ‘Man, it makes little sense that we’ve got 136 teams pretending to play the same caliber of the sport’ you need to have a solution. That solution he just presented is the same one we’ve shared on this show, and that is a G5 playoff.”



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How NIL has transformed Ohio State’s recruiting from star-chasing to strategic roster building

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COLUMBUS, Ohio — The days of simply collecting as many five-star talents as possible in college football recruiting are over.

In a revealing Buckeye Talk podcast episode, Ohio State analysts Stephen Means and Andrew Gillis detailed how the program has shifted to a more sophisticated “roster construction” approach that mirrors NFL team building more than traditional college recruiting.

“I think that because the financial aspect has come into this but also just logical roster building that has become more of a focal point than star, star, star, star, stars,” explained Stephen Means. “Because for a long time, college football was like, get as much talent as you humanly can, develop it, cuz you were living in a world where the top 1% of college football had all the talent. And that’s not true anymore.”

This fundamental shift in philosophy is perhaps most evident in how Gillis described Ohio State’s running back recruiting needs for the 2027 class. While five-star David Gabriel Georgees tops their board, the approach is more nuanced than just stacking elite talent.

“If they got three five stars running backs, the odds that we got on this podcast and said that’s actually probably not that good is higher than it might seem because we were saying why is your asset management this? Like because hey, look at your your receiver recruiting was down. You couldn’t have spent some of that money on a receiver,” Gillis explained.

The financial component of recruiting has transformed how Ohio State approaches each position group and recruiting class. It’s no longer just about who’s the best player available, but whether investing heavily in one position might shortchange another.

“It is a math equation. It is a money equation at this point. You’re not going to go get three five stars at running back in a single class,” Gillis emphasized.

Means further elaborated on how NIL money has forced this change: “You can’t pay a fivestar recruit, fivestar recruit money and then have the guy sitting on the bench because there’s another guy with there’s only so much money to go around.”

This strategic approach has Ohio State looking at players through different lenses: “ready to go” immediate contributors (typically five-stars and top-100 recruits), “developmental” prospects (usually ranked 200-350 nationally), and “depth” pieces who might be ranked lower but fill specific roles.

The analysts identified several instances where this approach is evident in Ohio State’s 2027 planning. At quarterback, they’re content with a developmental prospect in Brady Edmonds rather than chasing another five-star. At wide receiver, despite already having five-star Jir Brown committed, they believe Ohio State needs another elite receiver plus two depth pieces to properly structure the room.

“Now we are talking about roster construction,” Means said. “And the reason why we structured it this way is okay, they went and got a devel they have a developmental quarterback in 2027. They probably need a ready to go quarterback in 2028 and they probably need a depth quarterback in 2029. And the cycle continues, right?”

This staggered approach ensures Ohio State will have players at different stages of development at every position, creating a sustainable pipeline of talent ready to contribute when needed.

“Everybody everybody’s running the same race, but they can’t be running it at the same pace or you’re not going to have a team to field every single year,” Means added.

The conversation revealed how Ohio State’s recruiting approach now more closely resembles NFL roster management, with considerations for “salary cap” (NIL budget), positional value, and development timelines all factoring into decisions that previously might have been simply about collecting the highest-ranked players available.

As college football continues to evolve in the NIL era, this strategic roster construction philosophy may become the new standard for elite programs looking to maintain sustainable success.

Here’s the podcast for this week:



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