Top 10 NIL earners in the Big 12 Conference headed into 2024-25

The Big 12 Conference have been big spenders and earners when it comes to NIL deals — and one key addition in 2024 has shot them to the top of the charts.

According to latest NIL valuations from On3.com , for the Top 10 highest NIL values in the Big 12, three are Colorado football players — quarterback Shedeur Sanders ($4.5 million), cornerback/wide receiver Travis Hunter ($2.7 million) and safety Shilo Sanders ($1.1 million).

Only Kansas (football and men’s basketball) and Arizona (football and men’s basketball) had athletes make the Top 10 in multiple sports and the only female athlete to make the list was TCU women’s basketball player Hailey Van Lith ($696,000).

Top 10 Big 12 Conference NIL Valuations

1. Shedeur Sanders, Colorado (Football), $4.5 million
2. Travis Hunter, Colorado (Football), $2.7 million
3. Shilo Sanders, Colorado (Football), $1.1 million
4. Hunter Dickinson, Kansas (Men’s Basketball), $850,000
5. Caleb Love, Arizona (Men’s Basketball), $812,000
6. Jalon Daniels, Kansas (Football), $807,000
7. Ollie Gordon, Oklahoma State (Football), $713,000
8. Hailey Van Lith, TCU (Women’s Basketball), $696,000
9. Wyatt Milum, West Virginia (Football), $652,000
10. Teitaroa McMillan, Arizona (Football), $600, 000