Two Fortune 500-sized companies will collide Friday at Royal-Memorial Stadium, and while everyone’s excited for the annual Lone Star Showdown between Texas and Texas A&M, the money that will be on that field will be staggering.
NIL
Texas QB Arch Manning made over $3.5 million in NIL deals, data shows

Being the starting quarterback at Texas is one of the most valuable positions in college football.
Not the coaches, mind you. The quarterbacks.
The average starting quarterback in the SEC earned $900,000 in revenue sharing payments and money from name, image and likeness opportunities in 2025, according to Opendorse, the company tracking NIL deals across the college athletic landscape.
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Texas’ Arch Manning made at least $3.5 million this season, a figure that has gone unknown until now. Is Manning worth it? He just became the first Texas player to run, pass and catch a touchdown in Saturday’s 52-37 win over Arkansas.
Per privacy laws, Opendorse co-founder and president Blake Lawrence said he cannot confirm exactly how much Manning or anyone earned. The company, which started in 2012 and partners with UT, compiles aggregate data and shared some of its proprietary data with the Houston Chronicle.

Arch Manning didn’t take any NIL payments until he was the starter at Texas.
Opendorse data reveals the highest-earning SEC quarterback this season made at least $3,537,808, while the average quarterback made $38,021 — a figure brought down by backups and third-string player totals.
Again, Lawrence wouldn’t confirm if that high-water figure is Manning or not. However, he told the Chronicle without any hesitation, “Being the starting quarterback at Texas is the most valuable position in college sports.”
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“It is the largest market that is absent a professional sports team,” he said. “It is the largest athletic department budget and largest football budget combined. You are the face of the entire region of the country that is football focused. The university itself is a national and global brand.”
What about Texas A&M’s Marcel Reed? His last name alone isn’t as big as Manning’s, so it’s an unfair comparison, really. Reed won’t stand out in Opendorse’s bell-curve data like Manning does on the far right.
Almost all schools, including Texas A&M, keep athlete payment data confidential. Texas Tech may be a lone wolf in this regard. General manager James Blanchard told the Chronicle in October the Red Raiders spent $27 million on their 2025 roster. Billionaire Cody Campbell is pumping all of his oil money into winning the Big 12 and getting Tech into the College Football Playoffs.
Money can’t buy everything, though. Reed is the one now being mentioned for the Heisman Trophy, not Manning. The third-ranked Aggies (11-0, 7-0 SEC) are the ones aiming for a spot in the SEC championship game, not the 17th–ranked Longhorns (8-3, 5-2).
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‘TROPHY SEASON’: A special year at Texas A&M faces a familiar rival
Reed captivated the college football world by orchestrating a 27-point come-from-behind win against South Carolina. It was the biggest comeback in school history, which kept the Aggies atop the SEC standings. Want to drive up your NIL value and your NFL Draft stock? Keep winning.

Texas A&M quarterback Marcell Reed, who has NIL deals with ENG Aviation, a Houston-based private jet company, and Sonic Drive-In and Rhoback clothing, has a football-first view. “I told my dad this and even my agents, at the end of the day, I came to play football just because of the love of the game.”
“I told my dad this and even my agents, at the end of the day, I came to play football just because of the love of the game,” Reed said before the South Carolina game.
“I never expected to get NIL when I first came to college or do any of those things. I got here and play the game I’ve been playing since I was 5 years old just to have fun, you know, because that’s what the game is.”
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Manning’s name, social following drives valuation
When you look at the NIL deals both quarterbacks received this season, common sense should indicate who received a financial windfall.
Reed had an NIL deal with ENG Aviation, a Houston-based private jet company, and Sonic Drive-In and Rhoback clothing.
Manning had deals with Red Bull, Panini America, EA Sports, Uber and Waymo, Vuori clothing, Raising Cane’s and Warby Parker eyewear. Manning is represented by Alan Zucker of Excel Sports Management, the company that represents the entire Manning family.
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To his credit, Manning honored his grandfather Archie’s request the last two years and had no NIL deals until he became a starter. “I wanted to earn my money, work hard, get to know the players. Kind of earn my way up,” Manning said in a preseason interview session with ESPN’s Marty Smith arranged by Red Bull.
During the build-up to the season, Manning deflected most NIL questions. “I don’t really know how it’s going to work,” he said. “I’m just here to play football.”
Breathless headlines appeared in August when On3, the national recruiting service, pegged Manning’s NIL valuation at $6.8 million. While On3’s valuations garner attention, nobody can tell you if they’re remotely correct.
On3 claims it uses a “proprietary algorithm” whereas Opendorse is collecting data from actual NIL contracts submitted by Power 4 institutions.
On3 quietly lowered Manning’s “valuation” as the Horns’ season progressed and it became clear Manning needed more seasoning. Now, it’s sitting at $3.6 million, just under Ohio State’s Jeremiah Smith’s nation-leading $4.2-million valuation.
Reed is ranked 14th nationally with a $2.2-million NIL valuation, according to On3. But again, is that even right? Before the South Carolina game, On3 had Reed valued at $1.9 million.
“I think that Texas A&M has one of the more advanced and well-developed NIL machines,” Lawrence said. “A&M in general has a ton of support. Marcel Reed is having an outstanding year. But what I can say is Marcel Reed has 144,000 followers on his social channels and Arch has four times that amount.”
Revenue share, NIL under constant change
NIL is here to stay, and schools must adjust. But it’s the Wild West.
Before this season, third-party collectives were used to funnel NIL money to players. University administrators went along with it but didn’t like how they couldn’t control it.
The House vs. NCAA settlement paved the way for revenue sharing, and most schools are now using $20.5 million to pay athletes. Roughly 75% of that total is being spent on football at most universities. The collectives have been brought in house, and now the university can control the two major buckets — revenue share money and NIL money from donors.

Raising Cane’s was one of Arch Manning’s first NIL deals
The revenue sharing pool was supposed to create a quasi-salary cap model. But as long as donors can pour in theoretically unlimited resources, nothing’s really changed. The Haves will win while the Have Nots will struggle.
“I’m all for opportunity for young people,” Texas athletic director Chris Del Conte said. “But we went from a known system to now we have 39 different state laws. So we don’t know how to govern ourselves right now.”
Opendorse calculated that college athletes received $393 million in 2021, the first year NIL was allowed. It ballooned to $1 billion by last year and projects to hit $2.4 billion in 2026.
Want to field a good football team? An above-average Power 4 starting quarterback could cost anywhere from $2.5 to $3 million, a high-level running back starts around $620,000 and standout offensive and defensive linemen are in the $725,000 range.
If one team went all in and paid the right end of the bell curve at every position, it’s likely a $17-million investment just for 22 starters, according to Opendorse data.
Coaches are starting to use NFL salary cap models to spread their budget across all position groups. Texas A&M coach Mike Elko said “it’s very much a moving target” based on how much the Aggies are willing to spend at various positions.
“There’s not a lot of structure, there’s not a lot of rules, there’s not a lot of regulations and so it just makes it really difficult to come up with an actual strategy and standard,” Elko said. “You’ve just got to stick to your principles and make sure that you balance your roster with enough of the type of players that you believe can build a championship.”
Does Elko know when he’s overpaying for a recruit? Or how about when a recruit is under-bidding themselves?
“See, I don’t think you can do it like that in college,” Elko said. “I think what you have to do is you’ve got to identify difference makers, and you’ve got to figure out how to bring them into your program.”

Texas A&M coach Mike Elko on the new world of college football and NIL: “There’s not a lot of structure, there’s not a lot of rules, there’s not a lot of regulations and so it just makes it really difficult to come up with an actual strategy and standard. You’ve just got to stick to your principles and make sure that you balance your roster with enough of the type of players that you believe can build a championship.”
Aggies have history of big spending
On a large level, college football is still about recruiting, talent evaluation and coaching ’em up.
The Chronicle reported Texas spent $35-40 million for its 2025 roster, although school officials pushed back on that number saying it was too high.
Texas A&M was rumored to spend $30 million on its 2022 team under former coach Jimbo Fisher. Now, Fisher’s long gone and earns $7.2 million annually through 2031 as part of his buyout agreement.
Elko won’t admit how much A&M is spending on this year’s roster. Elko declined to say whether more NIL resources were part of his new six-year contract agreement.
Through open records obtained by the Chronicle, A&M revealed it paid out $50.5 million in NIL deals to all athletes from July 2024 to July 2025, a $31.1 million jump from the year prior. About $48.3 million of that went to male athletes.
The Aggies and Longhorns are neck and neck in the 2026 recruiting wars. A&M’s class is currently ranked seventh nationally while UT’s is eighth, according to Rivals.
Not everyone is getting paid big money at their chosen school. Opendorse calculated that 90% of the football players on Power Four teams are getting $100,000 or less this season.
Coaches pay based on where a player ranks on the depth chart. A starting tight end lured out of the transfer portal could make $900,000, a returning receiver might make $750,000, another receiver can get $500,000 and others are scrounging around at $100,000 or so.
Players who don’t like their paycheck can jump in the transfer portal.
“I don’t know that a lot of these kids nowadays, they want a check. They don’t want physicality,” Georgia coach Kirby Smart said last Saturday after beating Texas. “And if you have the check and no physicality, you end up with nothing. So we’re not just getting checks at our place. We’re hitting people.”
Elko said during the evaluation process, “I think you’ve got to identify how they’re wired and what they’re driven by. And I think that impacts kind of where you’re willing to go for certain players and how much they’re actually really worth as you go through the process with them.”
NIL
Dabo Swinney addresses next steps for Clemson football program after disappointing 2025
Dabo Swinney might have a long look in the mirror as Clemson hits the offseason. The Tigers lost 22-10 to Penn State in the Pinstripe Bowl to finish the year 7-6.
It was a year where, ironically both PSU and Clemson, were popular preseason national champion picks. Heck, some even predicted these two would square off for college football’s crown.
Swinney chalked these struggles up to big picture issues. If those can get rectified ahead of 2026 remains to be seen.
“It’s really more about just big picture of our issues from the season,” Swinney said postgame. “I know what’s real. I know what’s not. I don’t read what everybody else writes. I know what’s real. I have a good perspective when it comes to things that are in our control and what we’ve got to do better. We’ve got great people. I love all the people on my staff.
“But you evaluate everything. That’s just a part of our business, and it’s a part of the end of a season is you step back and — I don’t make emotional decisions, but first and foremost, it starts with what happened and how do we — is it personnel, is it scheme, is it bad calls, whatever. There’s a lot of things you evaluate as a coach.”
With the talent Clemson had back, such as QB Cade Klubnik and defensive linemen Peter Woods and T.J. Parker, there seemed to be a lot of NFL talent. But it just didn’t click as the Tigers found themselves 1-3 after four games, pretty much out of the CFP picture before even getting started.
Dabo Swinney promises to get it right for 2026
“Again, I know we’ve got seven wins, but we’re a lot closer than people think,” Swinney said. “That’s one of them things, boy, if you say that you get torn up on social media, people rip you I’m sure. But that’s the reality. I know what it is, and I know how close we are. It’s one more catch. It’s one more good throw. It’s a better call. It’s one stop. Next thing you know, you win a couple of those games that we lost early, and now you’ve got confidence and momentum and all those things matter. We just never got that.”
Swinney is 187-53 since 2008 with Clemson, winning nine ACC titles and two national championships. Heck, despite being 10-4 last year, the Tigers won the ACC and made it to the first round of the College Football Playoff.
To get back to that and beyond might take a philosophy or roster overhaul. But Swinney claims he knows what to do to get it right.
“It certainly affected us,” Swinney said. “But again, evaluate everything, make good decisions based on what my perspective is, and I’ll change what I need to change, stay the course on what I believe I need to stay the course on.
“Again, it’s never as good as you think, it’s never as bad as you think. I’ve done this a long time, and this is the second worst season we’ve had in 17 years. There will be something good come from it just like the last one we had in 2010. We had a lot of great things come from it. We’ll have a lot of great come from this one, as well.”
NIL
Kyle Whittingham admits he didn’t know if he was done coaching after stepping down at Utah before Michigan hire
On Dec. 12, Kyle Whittingham announced he’d be stepping down from his position as head coach at Utah after spending 21 seasons at the helm of the program. At the same time, Michigan fired head coach Sherrone Moore after he was charged with felony third-degree home invasion and two misdemeanors.
Just two weeks later, Michigan hired Whittingham to be its next head coach. During his introductory press conference on Sunday, the 66-year-old HC admitted he wasn’t sure whether he’d ever coach again after he resigned from Utah.
“It’s an honor to be able to be in this position. Twenty-one years at Utah. Stepped down a couple weeks ago. Wasn’t sure if I was finished or not. I still have a lot left in the tank,” Whittingham said. “You can count on one hand, the amount of schools that if they called, I would listen and I would be receptive to what they had to say.
“Michigan was one of those schools, definitely a top five job in the country, without a doubt. So, when the ball started rolling, and the more I learned about Michigan, the more excited I got. And I’m just elated to be here.”
Whittingham signed a five-year contract with Michigan worth an average of $8.2 million per year. Whittingham’s contract is 75% guaranteed. His 2026 salary is expected to be $8 million.
While Whittingham is far older than many of the other coaches who were signed during this hiring cycle, he’s also far more experienced. Whittingham was the head coach at Utah from 2005-25.
During his impressive tenure, he guided the Utes to a 177-88 overall record and three conference championships. Despite his illustrious résumé, Kyle Whittingham said he didn’t expect to hear from Michigan about its job opening.
“I didn’t expect that. Ironically enough, the timing was almost exactly the same from when I stepped down and when this job became open,” Whittingham said. “It was within a day or so of each other. Like I said when I stepped down, I felt like one thing I didn’t want to be is that coach that just stayed too long at one place.
“I just felt that the time was right to exit Utah. But, like I said, I still got a lot of energy, and felt like, ‘Hey, if the right opportunity came, then I would be all in on that.’ So, that’s what Michigan afforded me.”
NIL
‘Cinderella exists in college basketball’ but not college football
Everyone loves an underdog. That is, except everyone involved with college football.
As soon as two Group of Five schools qualified for the 2025 College Football Playoff, every college football talking head started falling all over themselves to explain why they didn’t deserve to be there, didn’t belong, and shouldn’t be allowed to compete there in the future.
The TV ratings for the first round of the CFP seemed to give pundits further ammunition, especially since most of their arguments had more to do with driving TV audiences than rewarding winners.
The war against college football Cinderellas has been intense, and you can add a somewhat surprising voice to the mix: NBC Sports college basketball announcer John Fanta.
As part of a wide-ranging interview with the New York Post’s Steve Serby, Fanta shared that while he enjoys seeing Cinderella teams compete in college basketball’s March Madness, it doesn’t work the same for college football.
“I would not have two Group of 5 teams in the Playoff,” said Fanta. “I am all for Cinderella. But Cinderella exists in college basketball.
“The opening weekend of the College Football Playoff was a dud. It’s not about picking Miami over Notre Dame. Miami beat Notre Dame. What doesn’t make any sense is the committee for weeks had Miami below Notre Dame, and then put Miami in over Notre Dame. So the committee has no rhyme or reason to what they are doing. That’s my issue with the Playoff. I think the Playoff is gonna deliver great games.”
Fanta’s argument is somewhat moot, as future editions of the CFP are highly unlikely to unfold as this year’s did, thanks in large part to Notre Dame’s revised MOU and likely changes to the ACC’s selection criteria.
Also, while the Tulane and JMU games were largely uncompetitive, plenty of Power 4 schools (and Notre Dame) have laid far worse eggs in CFP games.
If there’s a villain in this year’s CFP draw, it’s the Power 4 programs that didn’t do enough to justify their inclusion, rather than the G5 schools that earned the right under the current criteria.
NIL
Ed Orgeron on SEC paying players before NIL: ‘We used to walk through the back door with the cash’ – Tar Heel Times
Posted Dec 28, 2025
Few recruiters in college football worked harder than Ed Orgeron. Orgeron did a great job bringing in some great talent. However, most of his work came in the pre-NIL era, meaning he could not, technically, use money in the process. So when talking about how he would adapt with NIL now legal, Orgeron hilariously said there would just be a slight difference.
(On3.com)
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NIL
What is the projected NIL value of a top DB & DL?
While transfer portal details are rare and hard to verify, the overall trend is that defensive standouts might be the bargain play over a top offense. Quarterbacks have already made deals like Darrian Mensah’s $4 million reported payday a year ago, with some speculating the market might drive over $5 million now.
But when On3sports provided a recent peak behind the curtain at the values and costs of recruiting portal talent, it was clear that defense remains the value play. On3 provided a few fascinating details.
Defensive linemen can be relatively high priced. For instance, On3 cited the reported deal of David Bailey (which some have valued at over $3 million) as the potential high side of defensive paydays. Elite pass-rushers aren’t cheap, and the $1.5 million high end value quoted by On3 is clearly contemplating that possibility.
Penn State edge Chaz Coleman is one of the players already indicated to be entering the portal who might command the type of value On3 notes. With three years of eligibility, the 6’4″, nearly 250 pound Coleman is an elite prospect. Another name nearly on that level is Oklahoma State transfer Wendell Gregory.
But defensive tackles, despite the relative scarcity of players with the physical attributes to provide lane-clogging snaps, tend to lag a bit lower than pass rushers on the college football food chain. If pass-rushing ends are still a bargain compared to quarterbacks, then defensive tackies will generally land cheaper still, with few likely to break the $1 million barrier by On3’s projection. One name that could be in that company, though, is Wake Forest transfer Mateen Ibirogba.
The massive value of the entire recruiting world, as documented by On3, lies in the secondary. Ranking defensive backs lowest of all the position groups profiled, On3 noted that vast number of defensive backs who join the portal. On3 indicates that an elite safety is probably a slightly higher value than a cornerback.
At the moment, Iowa State’s Jontez Williams is a top corner transfer, while Tennessee’s Boo Carter leads a slightly underwhelming safety class.
But at a projected value of $300,000-$850,000, a school could afford an entire secondary cheaper than an elite quarterback, at least according to the valuation reported by On3. Whatever path to the Playoff the next portal-playing team chooses, defense is clearly the economic option.
NIL
JMU Loses All 11 Starters From College Football Playoff Season
The transfer portal has radically challenged the college football landscape.
What was once a way for a few players to plead their case for a chance to switch schools has now become one of the most active free agency periods in all of sports.
Instead of needing to recruit high school students and hope the development turns them into future stars, programs can now change their entire outlook in one offseason by signing already-developed talent in the transfer portal.
For many teams like the Indianas and Vanderbilts of the world, backed by strong NIL foundations and donors, it’s been a godsend.
For the James Madison Dukes, the loveable, scrappy underdog story of the 2025 season, making it all the way to the College Football Playoff, the transfer portal is a monster that they can’t fight off.
A week after their loss to the Oregon Ducks on the road in the first round of the CFP, their fearless leader, Bob Chesney, is already drinking mimosas in Los Angeles in his new job at UCLA.
More news: Transfer Portal Prediction: CFP Team Lands 8,000-Yard QB Brendan Sorsby

More news: Transfer Portal Prediction: 5-Star Florida QB DJ Lagway Lands at SEC Rival
Beyond that, their quarterback and on-field captain, Alonza Barnett III, is transferring to join a bigger, more well-funded program in the new year.
He isn’t the only offensive player to leave the Dukes. In fact, all 11 of their starters from the College Football Playoff are either graduating or have entered the transfer portal, leaving James Madison barren.
Overall, it’s expected that over 80% of the players they would have hoped to make some sort of impact with the team in 2026 will be gone in a few short weeks as they try to get a deal to move up the college football hierarchy.
There are rumors that James Madison has built an NIL backend that would put them in good standing alongside other schools of their stature, but what can they do when Barnett III might receive an offer greater than their entire team fund?
The Dukes will do the best they can to rebuild as the new era continues roaring on in college football, and we’ll see where these former underdogs call home amongst the Power Four schools.
The transfer portal officially opens on Jan. 2, 2026.
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