USC's Caleb Williams signs NIL deal with Alo Yoga

Caleb Williams has added another major deal to his NIL catalog.

The USC quarterback and Heisman Trophy winner has inked a partnership with Alo Yoga. The fashion brand creates clothing for the studio, along with streetwear. The announcement was made in an Instagram reel.

Williams’ deal appears to be his first in the sportswear category. Since landing in Los Angeles last winter, he’s aligned with brands like Athletic Brewing Company, AC+ION Water and Beats by Dre. Alo for Men has sponsorship deals with Jimmy Butler, Rejzohn Wright and Chris Rumph II.

On Sunday, Williams was the honorary starter for NASCAR’s Clash at the Coliseum. The quarterback was on the red carpet before starting the event at Los Angeles Memorial Coliseum. His outfit for the race was all from Alo, including his bandana.

Since winning the Heisman back in December, Williams has not rushed to sign agreements. Next to Bryce Young, he announced a marketing deal with the energy drink Celsius in December. He participated in a handful of events around the College Football Playoff national title game as part of an agreement with AT&T. He was also able to profit off his appearance at Sunday’s NASCAR race.

One of the most recognizable figures in college sports, he finished his sophomore season ranked No. 1 in the country with 42 passing touchdowns and just five interceptions. He also threw for 4,537 yards, while rushing for another 10 touchdowns.

He’ll be back for at least one more season before he’s eligible for the NFL draft. On top of the brand he has already built, his Heisman will provide plenty of opportunities. For starters, he will probably be in Nissan’s Heisman House ads next season, similar to Young.

Caleb Williams’ On3 NIL Valuation

The USC quarterback has a $3.2 million On3 NIL Valuation. The valuation 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. He also ranks No. 2 in college football, just trailing Texas quarterback Arch Manning ($3.7 million).

Since the start of the college football season in September, Caleb Williams has seen his social media following skyrocket. He has gained more than 100,000 followers, with a notable uptick after the Heisman ceremony.

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 accounts for an athlete’s roster value and brand value. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. Brand value factors in an athlete’s personal brand and the value it could bring to regional and national brands outside of the scope of NIL collectives.

The On3 NIL Valuation is publicly available. Performance, Influence, and Exposure ratings along with the athlete’s personal Brand Value Index and Roster Value Index are available only to the athlete in the “Athlete Verified” private dashboard on the On3 Athlete Network.