Missouri WR Luther Burden makes bank with latest NIL deal

Mizzou star receiver Luther Burden’s NIL star continues to rise.

Burden, who arrived at Missouri last season as an On3 Five-Star Plus+ recruit, already had NIL deals with a local attorney, a Missouri potato chip company and Imo’s Pizza, the iconic St. Louis pizza destination, on his resume. He also signed with Every True Tiger Foundation.

Burden has a new deal on his portfolio, agreeing to a partnership with Commerce Bank.

As part of the Drive Up Pups promotion with the Missouri-based bank, customers can raise funds for charities that help pets. He promoted the agreement on social media with Ghost, his English Bulldog.

“Ghost and I are excited to announce my partnership with Commerce Bank,” Burden said on Instagram. “Bring your dog to the Commerce drive-thru and post a photo on social media tagging @CommerceBank and #DriveUpPups, and Commerce will donate $10 (up to $10,000) to charities that help pets.”

Commerce was happy to share the news about the NIL deal.

“Thanks for bringing Ghost to our branch for #DriveUpPups,” the bank said in response to Burden’s post. “Excited to kick off our new partnership.”

The terms of the deal were not revealed. However, Burden recently paid grocery shoppers’ bills as part of the Demetrious Johnson Charitable Foundation. He also hosted a free football camp in his hometown of St. Louis.

As a freshman, Burden finished as the Tigers’ second-leading receiver, with 45 receptions for 375 yards and six touchdowns. He also rushed for two touchdowns and return a punt for a score.

Along with the Commerce Bank and Imo’s deals, Luther Burden has promoted LB3 Chips, Old Vienna Potato Chips and Cofman Townsley Attorneys at Law. Interestingly, Burden announced he was returning to Missouri for his sophomore year with the LB3 Chips deal.

Thanks to @lutherburden3 and his dog, Ghost, for stopping by our Columbia branch to help kick off our #DriveUpPups campaign! We’re big fans of this college football star 🐅 and excited to partner with him to spotlight helpful money tips. pic.twitter.com/Y5V7P7tUxJ

— Commerce Bank (@CommerceBank) July 13, 2023

Luther Burden’s On3 NIL Valuation

Luther Burden has used his 69,000 followers combined with his roster value at Mizzou to build an On3 NIL Valuation of $83,000.

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. Furthermore, 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.