Caleb Williams is a college football quarterback who plays for the USC Trojans in the Pac-12 conference. He transferred from Oklahoma in 2022, where he was the starter for two seasons. Leading the Trojans in 2023, Williams is one of the nation’s most talented and exciting players.
But how much does Williams make? And what are his sources of potential income?
How Much Does Caleb Williams Make From NIL?
Thanks to the new NIL (name, image, and likeness) rules that allow college athletes to make money from their personal brand and endorsements, Williams is now one of the top-earning college football players in the country.
Based on his current partnerships, Williams has an estimated NIL value of $3.2 million, making him the second-highest-earning college football player and the fifth-highest-earning college athlete overall.
MORE: 2024 NFL Draft Prospect Watchlist
It’s not surprising that Williams is earning so much from sponsorships. The 2022 Heisman Trophy winner has dazzled since he debuted at Oklahoma in 2021. Moving to Southern California not only helped his brand but also his play.
Williams has signed multiple NIL deals with various brands and companies since he arrived at USC in February 2022. Some of his notable partners include:
- Beats by Dre: Williams became one of the first college athletes to sign with the headphone company, which USC alum Dr. Dre owns.
- Fanatics: Williams signed an exclusive memorabilia deal with the online sports retailer, which sells his autographed jerseys, helmets, photos, and more.
- AC+ION Water: Williams partnered with the alkaline water brand, which features him on its bottles and website.
- Athletic Brewing Company: Williams joined forces with the non-alcoholic beer company, which promotes him as a healthy and responsible athlete.
- Faculty: Williams became a part-owner of the clothing brand, which sells his signature apparel and accessories.
- Celsius: Williams inked a deal with the sports energy drink company, which sponsors him as a spokesperson and ambassador.
- Hall of GOATs: Williams co-founded the arcade-style video game with former USC quarterback Matt Leinart, which features him as a playable character and avatar.
Williams generates more income through his social media channels, boasting a following of over 236K on Instagram and 67K on Twitter. He shares sponsored content, ads, and promotions for his partners and their products. Additionally, he earns revenue from his YouTube channel, which features his football highlights, behind-the-scenes footage, and personal vlogs.
As Williams continues to excel on the field and gain more recognition, his earnings from NIL are likely to increase. He’s currently a leading contender for the Heisman Trophy, which would further enhance his popularity and marketability.
Additionally, he’s expected to be one of the top selections in the 2024 NFL Draft, ensuring him a lucrative rookie deal.
Our QB rankings for the 2024 NFL Draft have Williams as the top passer in the class. His blend of arm talent, decision-making, field vision, mobility, and playmaking could help him become an All-Pro in the NFL.
Even the stiff competition that this class is providing around Williams looks pedestrian when comparing his elite traits and dominant level of play to their own respective performances.