Money in college sports used to be a "don't ask, don't tell" situation. Now? It’s basically the front page of every sports section. If you’re trying to figure out who is the highest paid college football player, you’re looking at a moving target that changes with every big win and every new brand partnership.
Right now, Arch Manning is the name sitting at the very top of that mountain.
But it’s not just about a paycheck. It’s about a valuation. As of early January 2026, Manning’s name, image, and likeness (NIL) valuation sits at a staggering $5.3 million. Some trackers have even pushed that number as high as $6.8 million depending on how you calculate his recent postseason bonuses and new deal flow.
The Arch Manning effect: Why he’s number one
It’s easy to look at the last name and assume that’s the only reason he’s making more than some NFL starters. Honestly, that's part of it. Being the nephew of Peyton and Eli Manning gives you a level of "brand safety" that companies like Red Bull, Panini America, and Warby Parker absolutely crave.
They know he isn't going to do something reckless on social media. He’s been groomed for this spotlight since he was a kid in New Orleans.
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But the 2025 season changed the narrative from "he’s famous" to "he’s elite." Manning took the reins at Texas and absolutely lit up the stat sheet. We’re talking about a kid who threw for nearly 3,000 yards and 32 touchdowns in his first real year as "the guy." After he dismantled Michigan in the Citrus Bowl—becoming the first player in that game’s history to rush and throw for 150 yards each—his market value hit a fever pitch.
Interestingly, there were reports he actually took a "pay cut" from his collective (the school-specific NIL fund) heading into 2026. Why? To help the Longhorns bring in more talent via the transfer portal. He’s already set for life; he wants a ring.
The rest of the $3 million club
Manning isn't the only one clearing seven figures. The gap between the top spot and the rest of the field is narrowing, mostly because of the desperate arms race in the transfer portal.
- Carson Beck (Miami): After leaving Georgia, Beck landed in South Beach with a valuation around $4.3 million to $4.9 million. Miami is a massive media market, and their boosters are famously aggressive.
- Jeremiah Smith (Ohio State): This kid is a freak of nature. As a sophomore wide receiver, his valuation is roughly $4.2 million. It is incredibly rare for a non-quarterback to rank this high, but Smith is widely considered the best pro prospect in the entire country, regardless of class.
- Garrett Nussmeier (LSU): He’s sitting comfortably at $3.8 million. Being the QB1 at LSU is essentially a license to print money in the state of Louisiana.
- DJ Lagway (Florida): Even with Florida's ups and downs, Lagway is the face of the program at $3.7 million.
How these numbers are actually calculated
Let's get one thing straight: nobody is actually seeing these players' bank statements. When we talk about who is the highest paid college football player, we are usually looking at NIL Valuations.
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Platforms like On3 or various industry insiders use an algorithm. They look at three specific buckets:
- The Collective: This is the "salary" paid by boosters to keep a player at a specific school.
- Brand Deals: This is the money from Nike, Powerade, or EA Sports.
- Social Media Value: If you have a million followers, every "sponsored post" has a measurable dollar value.
It’s a bit like the stock market. If Arch Manning throws three interceptions in a rivalry game, his "value" drops the next morning. If he wins the Heisman? It jumps $1 million overnight.
The "secret" earners and the transfer portal
The wildest part of the current landscape is the "transfer fee." Take Brendan Sorsby at Texas Tech. While his public NIL valuation might be around $3.3 million, rumors in the industry suggest Tech had to put together a package closer to $5 million just to secure his commitment.
Then you have guys like Bryce Underwood at Michigan. He's a freshman, but the buzz is that his total package over four years is valued at $12 million. That’s more than some veteran offensive linemen make in the NFL.
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We are also seeing a massive rise in "non-traditional" football income. Caleb Downs, a safety at Ohio State, is one of the highest-paid defensive players at $2.4 million. He’s got deals with Beats by Dre and Rhoback. It turns out, if you're good enough to be a top-5 NFL pick, brands don't care what position you play.
What this means for the future of the game
Is this sustainable? Probably not in its current form. We are already seeing "donor fatigue" where boosters are tired of being asked to cough up millions every single year just to keep the roster from leaving.
But for now, the money is real. The highest paid college football players are essentially mini-corporations. They have agents, tax attorneys, and brand managers.
If you're a fan, the best way to track this isn't just looking at the top 10 lists. Watch the transfer portal windows in December and April. That is when the real money moves. When a star QB enters the portal, he isn't just looking for a new playbook; he’s looking for the highest bidder.
Practical steps to follow the money:
- Monitor "On3 NIL" rankings: They update their valuations weekly based on performance and social growth.
- Watch the "Collectives": Follow accounts like The 1870 Society (Ohio State) or Texas One Fund (Texas) to see where the big donor money is flowing.
- Check the "Commercials": If you see a college player in a national TV ad (like Arch Manning for Panini), you can bet their valuation just cleared another few hundred thousand.
The game has changed. Whether we like it or not, the scoreboard that matters most to some of these athletes is the one with a dollar sign in front of it.
To keep up with how these numbers shift as the season progresses, you should check the updated rosters after the spring portal window closes, as that's when the next big wave of "signing bonuses" usually hits the news cycle.