College Football Playoff championship game showcases big NIL success stories

In the NIL Era, the market rate varies from school to school. Multiple factors also have to be accounted for with NIL deals. Sometimes a program is offering more so an athlete flips their commitment. Others feel pressured to bring in a top prospect because they’re expecting to lose talent at the position.

While there is some uncertainty with the market, there are a couple of things certain: There’s a handful of players from Michigan and Washington who have developed into NIL success stories.

NATIONAL CHAMPIONSHIP PREVIEW | MICHAEL PENIX JR. IS A CFB UNICORN

Whether it’s through their individual brands or support from Wolverine-focused collectives like Champions Circle or the Husky supporters at Montlake Futures, the College Football Playoff championship game features top NIL success stories.

Here’s a look at five Michigan or Washington players with impressive On3 NIL Valuations and what’s on their NIL resumes.

Michigan QB J.J. McCarthy

On3 NIL Valuation: $1.4 million
On3 NIL 100 ranking: No. 14
Top NIL deals: Bose, Wolverine Boots, Topps, Alo Yoga, BRADY

As the star quarterback for one of the biggest brands in all of college sports, there’s been no shortage of NIL opportunities for J.J. McCarthy. And while McCarthy has often talked about not letting NIL become a distraction, few have managed his brand better.

His list of deals with companies rivals what you see with top players in the NFL. For example, former Wolverine quarterback and seven-time Super Bowl champ Tom Brady tapped McCarthy to be the face of the launch of Michigan-themed BRADY Brand gear. Plus, his deal with Bose more than a year ago turned heads. Also partnering with Alo Yoga – and its more than 3.3 million followers on Instagram – was a savvy move that expanded his name to new audiences.

With the success on the field combined with his 360,000 followers on social media, it’s easy to see why McCarthy’s On3 NIL Valuation is $1.4 million.

What’s also cool about McCarthy and NIL is that he uses funds from deals to give back.

There are numerous stories about him spreading some of his proceeds around to his offensive line. He also gave new Bose speakers to patients at the C.S. Mott Children’s Hospital. And the quarterback has his own foundation, called J.J. For the Kids, which aims to, “make a difference in the lives of kids in my communities, in the Chicagoland area and in Ann Arbor.”

“J.J. is the perfect example of everything that NIL is and can be,” an agent told On3. “He’s carried himself perfectly on and off the field, and he’s built his brand into one of the best in football – pro and college.”

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Washington QB Michael Penix Jr.

On3 NIL Valuation: $1.3 million
On3 NIL 100 ranking: No. 16
Top NIL deals: Adidas, Amazon, Celsius, Raising Canes, Panini America, Beats by Dre

Entering the season, Husky quarterback Michael Penix Jr. had some good NIL deals on his resume. However, several big brands – namely adidas – bet big on him to have success this season. Those companies were greatly rewarded with outstanding return on investment with the star quarterback’s record-breaking season.

Adidas focused its first-ever football NIL campaign around Penix and teammate Rome Odunze (more on him later). While the three stripes have worked with basketball players and other athletes, the commitment to Penix was a significant step for the sneaker giant.

“The U.S. has the most exciting collegiate fan and student-athlete base in the world,” adidas North America president Rupert Campbell said. “We’re proud to be doubling down in sports here – including our investment in NIL and university partners to assert our position as the leading sports brand in the college sports space.”

Along with being the face of adidas and a big proponent of Montlake Futures, Penix has used his success this season to greatly expand his NIL portfolio. Since mid-November, he’s added new partnerships with Celsius, Raising Cane’s, Epic Seats and even shipping giant Amazon.

It’s easy to see why his On3 NIL Valuation has climbed over the past 10 weeks to the $1.3 million mark.

“He’s been worth every penny and then some to the University of Washington and the Husky football program,” an NIL agent said.

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Michigan RB Blake Corum

On3 NIL Valuation: $885,000
On3 NIL 100 ranking: No. 40
Top NIL deals: Peloton, 7-Eleven, Allstate, Wolverine Boots, Celsius, Connections Academy, The Detroit Garage

Blake Corum has developed one of the biggest brands in the country.

The Wolverines’ running back could have left Ann Arbor for the NFL last year. But he injured his left knee against Illinois. He didn’t want to exit his career without helping Michigan make a run to the College Football Playoffs. And what a magical run it’s been for Corum and the Wolverines.

With his 17-yard scoring run against Alabama in the Rose Bowl, Corum added to his program single-season rushing touchdown record (25) and passed Anthony Thomas to own the outright career rushing touchdown (56) record at Michigan.

Additionally, Corum has become a NIL star, thanks to his marketability and platform. He has a strong On3 NIL Valuation of $885,000. That number is buoyed by a strong social media game and his long, long list of smart agreements with companies that spread positivity.

He’s part of Allstate’s Good Works Team through an NIL agreement, and he’s spread some of his proceeds to teammates on the offensive side of the ball. Plus, his BC2 Holiday Toy Drive partnered with Champions Circle, Wolverine Boots, Michigan Army National Guard, Lego, Build-A-Bear Workshop, Toys “R” Us, Target and U-Haul to collect more than 25,000 toy donations ahead of the holiday season.

Interestingly, Corum’s biggest business success has come through flipping houses, a business venture he said this summer he hopes to turn into “an empire.” And he has even used some of his NIL success to boost that business.

“There’s no better NIL entrepreneur in the country than Blake Corum,” one of the agents told On3. “He’s diverse with his deals. He’s a legend in his community. He gives back. What more do you want from a great example of what NIL can be?”

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Washington WR Rome Odunze

On3 NIL Valuation: $644,000
On3 NIL 100 ranking: No. 80
Top NIL deals: Adidas, Panini America, CERISE

Rome Odunze is on track to be a top-five NFL draft pick after his All-America 2023 season at UDub. He’s rewritten the record book during his time in Seattle and has proven to be one of the most clutch players in college football (just ask the Longhorns and Cougars).

While other top playmakers have gone out of their way to do deal after deal, Odunze has focused his NIL efforts on only a handful of partners. Obviously, his deal with adidas was significant and it put him in the spotlight and maybe even in line for an even bigger payday when he’s in the NFL. His On3 NIL Valuation of $644,000 proves that.

But he’s also been a massive advocate of Montlake Future’s focus on supporting charities and outreach programs in the Seattle area. His Instagram is full of NIL deals facilitated by the collective with groups that make the area better, including Treehouse, King County Parks, Cancer Pathways and the American Heart Association.

It’s a feel-good approach to NIL that has won over supporters near and far.

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Michigan DB Mike Sainristil

On3 NIL Valuation: $585,000
On3 NIL 100 ranking: No. 100
Top NIL deals: Fortnite, BRADY, Good Sport, WeUpNow Gaming, Wolverine Boots

Mike Sainristil was named an All-American cornerback after the 2023 regular season – his fifth with Michigan after starting his career as a wide receiver. Through five years of gradual development, Sainristil is one of star leaders of a defense that is one of the best in the country.

“They just don’t come any better,” Michigan coach Jim Harbaugh said. “Leader. Just a phenomenal human being. Just the respect that his teammates have for him; loved by the coaches, loved by his teammates.

“Playmaker, difference-maker. I bet if you checked the NFL draft, he is rising to a high first-round type of guy, an All-American. Again, just a great guy, down to Earth, great guy, and heck of a football player.”

All those are reasons why brands, especially those in the Michigan community, have wanted to work with Sainristil on NIL deals. He’s been extremely active with local companies through his NIL partnership with Champions Circle, Valiant Management Group and the M Den. But he’s also been able to show off his love of gaming through NIL deals with Fortnite and WeUpNow Gaming.

Sainristil also represents the BRADY Brand through a deal similar to McCarthy. The deals, huge support from Michigan faithful and his strong social media presence are all reasons why his On3 NIL Valuation is $585,000.