INDIANAPOLIS, INDIANA - MARCH 2: Caleb Williams #QB14 of Southern California watches drills during the NFL Scouting Combine at Lucas Oil Stadium on March 2, 2024 in Indianapolis, Indiana. (Photo by Kara Durrette/Getty Images)
INDIANAPOLIS, INDIANA - MARCH 2: Caleb Williams #QB14 of Southern California watches drills during the NFL Scouting Combine at Lucas Oil Stadium on March 2, 2024 in Indianapolis, Indiana. (Photo by Kara Durrette/Getty Images)

Caleb Williams Has Made How Much?

Reading Time: 3 minutes

Just when you think USC quarterback Caleb Williams can’t muster up any more attention when it comes to Name, Image, and Likeness (NIL) deals, he proves everyone wrong.

“Between NIL money and endorsements, Caleb made millions in his final two seasons at USC, with multiple sources putting the number around $10 million. “It wasn’t like having a college quarterback on your roster,” said a source close to USC. “It was like having an NFL starting quarterback on your roster.”

Williams’ marketability grew rapidly. It seemed like every week the quarterback had a new deal during the season.

It changed my life, to say the least, for sure,” Williams said.

“I was in college for the first year and … I didn’t do anything with NIL,” Williams said according to the Comeback. “So I went a whole year just off stipends and stuff, living the college life. And then, the year after, we started and that was when I got to USC, and I had the brand deals, I had all of that. When I got to USC, it just kind of opened more doors within the brands and stuff like that. I was meeting different people and with that being said, I was able to do certain cool things like giving my teammates, I don’t know, a hundred and some pairs of Beats and the coaches and stuff.

A quick look through Williams’ partnerships

Although he isn’t the most wealthy college athlete, Williams has participated in an immense amount of deals.

Plus, his deals don’t just span one part of the market. Williams has endorsed everything from a fast food chain to an electronics company, to apparel companies, and even an airline.

Specifically, Williams has partnerships with Wendy’s, Beats by Dre, Dr Pepper, United Airlines, PlayStation, Alo, Neutrogena, and even more brands

As of January, Williams ranked fifth on the NIL 100, Boardroom says. It is unclear where he stands now.

How NIL has shaped Williams

The 23-year-old says NIL has done more than just financially support him. He also describes how it has been a great learning experience.

“You learn how to add this portion of it to your life when you still have a lot of resources around you,” Williams told Boardroom of navigating endorsements. “Doing it at this level, I think, has been great because you’re not making the money at pro level. The main reason for college is to prepare yourself for the next level, so I think it’s been great.”

Williams also says it is a great privilege to be able to live independently, thanks to NIL.

“Just being able to provide for my teammates and care for them and things like that, for maybe the people that are walk-ons or maybe people that aren’t getting NIL deals like that,” Williams says. “Being able to help provide, and then also me being able to take care of myself fully and be on my own and be independent and not wave at my parents and say, ‘Hey, I need this.’ I’m able to take care of myself and do all the things that I’ve always wanted to do,” The Comeback writes.

With many draft boards predicting him as a first-round pick, who knows what other deals Williams will score?

Victoria Jonach is an aspiring writer and media analyst fascinated by what kinds of activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.

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