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A dozen college football players have a predicted NIL valuation of more than $1 million headed into this weekend’s 2022 season, according to the collegiate sports data company On3.

Using proprietary algorithms, On3 has determined that Alabama quarterback Bryce Young leads all college football players with a $3.2 million valuation, followed by Ohio State QB C.J. Stroud ($2.5 million), USC QB Caleb Williams ($2.4 million), South Carolina QB Spencer Rattler ($2 million), Ohio State receiver Jaxon Smith-Njigba ($1.7 million), Alabama edge rusher Will Anderson ($1.6 million), Texas running back Bijan Robinson ($1.6 million), Texas QB Quinn Ewers ($1.5 million), USC receiver Jordan Addison ($1.4 million), LSU receiver Kayshon Boutte ($1.4 million), Texas receiver Xavier Worthy ($1.2 million) and Georgia tight end Brock Bowers ($1.1 million).

On3’s algorithms also report that as many as 50 players have a valuation of at least $500,000. With NIL entering its second academic school year, the marketplace platform Opendorse predicted that, overall, about half of the expected $1.14 billion spent on athletes this year will go to football players. That is one of the reasons why Opendorse this week collaborated with U.S. Bank to organize financial literacy sessions for players.

“[NIL]’s definitely changed my life for the future,” Stroud was quoted as saying by Thursday. “And I think it’s a jump-start to being a businessman before you get to the NFL, if that’s your path.”

Stroud, who drives a Mercedes-Benz G-Wagon, gave every Buckeyes player a $500 gift card this week so they could purchase suits ahead of Ohio State’s home game this weekend against Notre Dame. A Columbus, Ohio third-party collective, The Foundation, is responsible for raising more than $500,000 for Stroud, Smith Njigba and other Buckeyes.

“I feel bad for the older players that didn’t have the opportunity to get money from this, like Braxton Miller, Cardale Jones, Justin [Fields],” Stroud said in the story. “They should have made a killing.”

Part of the reason for Young’s exorbitant valuation, according to On3, is his 207,000 Instagram followers. Other players with lucrative deals include Texas’ Robinson, who has NIL contracts with Raising Cane’s restaurants, C4 Energy drinks and the streaming platform DAZN. He also has an auto lease partnership, enabling him to drive a Lamborghini.

“I know it could be a distraction,” Robinson said in the story. “[But] if you’re not winning, none of us can get these NIL deals.”

Overall, Alabama’s Young ranks fourth on On3’s list of top 100 NIL valuations, following LeBron James’ son, Bronny; high school basketball player Mikey Williams; and Texas commit Arch Manning.