Looking at Caleb Williams' On3 NIL Valuation following USC commitment

It’s official. Former Oklahoma Sooners quarterback Caleb Williams has followed his former head coach, Lincoln Riley, to the USC Trojans. Williams announced his decision to transfer to USC on Tuesday. Following his commitment, Williams is in line to see a jump in his On3 NIL Valuation.

In On3’s initial NIL Valuation release on January 4, Williams came in at $434,000. Two weeks later on January 18, Williams saw a $5,000 rise to $439,000. As of February 1, five weeks after his initial On3 NIL Valuation came in, Williams now sits at $442,000. His exact NIL Valuation growth is listed as $8,700, or a two percent increase.

Williams has nearly 200,000 total followers across his Twitter and Instagram accounts. His Instagram Per Post Value is listed at $1,700, while his Twitter comes in at $612. With a lot of traffic already going through his posts where he announced his USC commitment, Williams is likely going to see a rise in the coming days and weeks.

In On3’s NIL 100, that ranks college athletes based on their NIL Valuations, Williams came in at 16th overall. In On3’s College Football NIL Rankings, Williams comes in at seventh.

When Williams opted to enter the NCAA Transfer Portal, he immediately became the top college football player available, according to On3’s College Football Transfer Portal Rankings.

Williams opened the 2021 season at Oklahoma, sitting behind former Heisman favorite Spencer Rattler on the depth chart. In the Red River Rivalry against Texas, Williams saw his first significant action, leading the Sooners to a 21-point comeback. The starting job belonged to him ever since.

As a true freshman in 2021, Williams threw for 1,912 yards and four interceptions, accumulating 27 total touchdowns. Now, he will look to build upon his electric start to his career alongside Lincoln Riley once again.

✌🏽 #FightOn pic.twitter.com/vBSwi86gpb

— Caleb Williams (@CALEBcsw) February 1, 2022

More on Williams’ NIL Valuation

The On3 NIL Valuation is an index that looks to set the standard market value for both high school and college-level athletes. The NIL valuation does not act as a tracker of the value of NIL deals an athlete has completed to date. It rather signifies an athlete’s value at a certain moment in time.

The NIL valuation is comprised of a number of dynamic data points that focus on two primary factors – an athlete’s social media presence and their level of athletic performance.

A base valuation is generated from the number of followers on each social media platform an athlete has (Instagram, Twitter, and TikTok). Each platform is weighted differently based on the number of marketing dollars that brands and advertisers typically spend on each.

With a baseline established through their individual social platforms, an athlete may also receive various boosts or penalties based on the following factors:

• Engagement
  • Athletes are assessed on how much engagement their posts and stories generate. Athletes that consistently show high engagement rates will receive a boost while those with low engagement rates receive a minor penalty.
• Relative Social Media Strength
  • In order to maintain parity, athletes are not penalized for not having strong followings across all 3 social media platforms. However, a boost is applied for athletes with strong followings and engagement across all three platforms relative to their peer group.
• College Prestige
  • Each college is ranked from top to bottom, with athletes attending the top-ranked colleges receiving the highest boosts. High school athletes receive a partial boost once they commit to a college and receive 100% of the boost value once they are enrolled.
    The colleges are ranked on the following:
    • Team Ranking per sport
    • College TV Ratings
    • College Revenues from sports
• Individual Player Rankings
  • Utilizing On3’s rankings, an athlete’s recruiting or On300 ranking will give them a boost according to their ranking. Once an athlete is in college, the On300 player impact ranking is used instead of their recruiting ranking.
• Position
  • For college football only. The QB position is the highest-rated position, followed by skill positions – RB, WR, TE, CB, S, Edge. There are no boosts or penalties for the other positions in football. In basketball, there are no boosts for position.
• Gameday Performance
  • Athletes who excel on a particular game day will receive minor bonuses for their performance.
    The gameday boosters can be for the following:
    • Conference Players of the Week
    • National Players of the Week
    • Team Win (opposition strength is factored in)
    • Outstanding performances on gameday, especially in key games with large viewership
• Prestigious Achievements
  • Athletes nominated (or those in the running at earlier stages in the season) for awards such as the Heisman Trophy will receive a boost. As the odds change throughout the season for the leading contenders, so will the boost. The maximum points awarded for this boost are applied once the winner and finalists have been announced with the winner receiving the highest boost and the other finalist sharing the remaining points based on their final position.
• Legacy
  • Athletes who come from prestigious/ famous families will receive a boost. These boosts are usually applied to athletes who come from a family with national fame. An example of a legacy boost is Bronny James who is the son of Lebron James.
• Media
  • Athletes who appear in major publications or are highlighted in productions and special features on major networks will receive boosts or penalties based on the positivity or negativity of each article. This is not solely based on the number of articles or productions but rather the sentiment of the articles.
• Existing NIL Deals
  • As part of the valuation, deal flow is considered and athletes that are signing a large number of valuable contracts will indeed be boosted to reflect their success in the market. This is a relatively minor boost and the increase in the value of the athlete is not equal to the value of the deals they have signed. This is solely a marker to reflect an athlete’s ability to get deals signed and executed.