USC's Caleb Williams signs NIL deal with Neutrogena

Caleb Williams continues to add to his list of NIL partnerships.

The USC quarterback has signed an endorsement deal with the cosmetic brand Neutrogena. In a post on his Instagram page Sunday, he showed off the company’s exhibit at this year’s Coachella festival.

The reigning Heisman winner walked through Neutrogena’s Skin’s Vitals Experiences during the music festival earlier this month. The exhibit reenacted layers of the skin and ended with a Neutrogena shop to combat the sun exposure, dry desert air, dust and dirt exposed by the climate at Coachella, which is held at the Empire Polo Club in Indio, California.

Terms of the deal were not disclosed; Williams is represented by Smith & Company.

Neutrogena is not the first skincare brand to use NIL as a marketing tool. CeraVe signed 100 male athletes this winter through the agency Postgame with the hope to drive male Gen Z audience awareness.

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A post shared by CALEB WILLIAMS (@ayeeecaleb)

A nominee for Male Athlete of the Year at June’s NIL Summit, Williams has emerged as a marketing star in the last 21 months. His move out to Los Angeles has paid off, signing endorsement deals with Athletic Brewing Company, Fanatics, AT&T, Beats by Dre and AC+ION Water. 

His first season on the West Coast went well on the football field, too. The quarterback threw for 4,537 yards this season with a 66.6% completion percentage. Williams was picked off just five times while passing for 42 touchdowns. And his value in the ground game can’t be understated, rushing for another 10 scores.

Williams is expected to defend his Heisman. He has plenty of wide receiver options. And USC has been active again in the transfer portal, most recently picking up Georgia defensive lineman Bear Alexander on Sunday night.

Caleb Williams’ On3 NIL Valuation

The USC quarterback has seen his social media following continue to rise since the fall, now sitting at around 277,000 total followers. His On3 NIL Valuation has jumped with it at $2.6 million, which ranks No. 2 in college football.

Williams’ valuation is also 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.