Details of USC quarterback Caleb Williams' NIL deal with Dr Pepper

Dr Pepper returned to the NIL space for the third consecutive season, tapping Caleb Williams as the leading face of its Fansville campaign.

The reigning Heisman Trophy winner has become an NIL star in the last two years, signing notable endorsement contracts with United Airlines and PlayStation. But landing the spot with Dr Pepper has become the top-echelon role a college football player can land in the NIL Era.

Williams joins DJ Uiagalelei and Bryce Young as former stars of Fansville. This year’s edition will play up on the 12-team College Football Playoff expansion coming in the 2024 season. The USC quarterback’s spot will also come with a twist. His mother, Dayna Price, will appear in the commercial. A nail technician, the marketing campaign will feature Price painting Williams’ nails at some point during the season.

To celebrate the moment, the soda brand is selling limited-time “FANicures By Dr Pepper” starting next Wednesday. The kits will include two bottles of nail polish in Dr Pepper’s signature colors along with a variety of college football-inspired nail décor.

For all the endorsement deals and on-field success, Caleb Williams has been able to use his platform to establish the Caleb Cares Foundation, which focuses on anti-bullying, youth empowerment and mental health awareness. Through his NIL deal with Dr Pepper, the two will partner this season for an activation benefiting Caleb Cares. Dr Pepper’s annual tuition giveaway dished out more than $17 million to support college students.

“I am incredibly excited to be a part of this year’s ‘Fansville’ campaign and to join Dr Pepper for another iconic season celebrating college football,” Williams said in a statement. “This partnership is even more special because we were able to involve my mom and my foundation, Caleb Cares, both of which are very close to my heart. Together, we’ll create unforgettable moments in ‘Fansville,’ and I can’t wait to bring that same energy to the upcoming season.”

Caleb Williams’ expansive NIL brand

The USC quarterback saw what winning the Heisman in the NIL Era can mean for an athlete. He’s back in Los Angeles for at least one more season, too. In his first year on the West Coast, he threw for 4,537 yards with a 66.6% completion percentage. He was picked off just five times in 2022 while passing for 42 touchdowns.

Williams has become inked NIL agreements with Athletic Brewing Company, Fanatics, Neutrogena, AT&T, Beats by Dre, PlayStation and AC+ION Water. Since December, his social media has soared to nearly 300,000 followers. The quarterback has embraced his love for fashion, too. He wore a Gucci suit to the Heisman ceremony. Plus, Williams was in the Hugo Boss show during his spring break in March.

Back at USC for another year, he’ll probably be next to Tim Tebow and Baker Mayfield in Nissan’s Heisman House ads this fall similar to Bryce Young. His $2.6 million On3 NIL Valuation ranks No. 2 in college football, trailing only Arch Manning‘s $2.9 million valuation. Williams also sits at No. 4 in the On3 NIL 100, which is the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career. The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.