College football’s NIL landscape is starting to look a lot like Wall Street - volatile, fast-moving, and driven by talent, timing, and brand power. And just like on the stock exchange, the biggest names command the biggest numbers. The latest NIL valuations from On3 Sports offer a snapshot of who’s sitting atop the college football money game heading into the 2026 season, and once again, the name at the top is no surprise: Arch Manning.
Manning, the Texas quarterback and heir to one of football’s most iconic families, leads the way with a staggering $5.2 million valuation. That figure makes him the only college football player currently valued north of $5 million, and it reinforces what’s been clear for a while now - Manning is the face of the NIL era. On3 had him at $5.4 million just a few weeks ago, so while there’s been a slight dip, he’s still the benchmark everyone else is chasing.
But the rest of the top five tells an evolving story. Ohio State wide receiver Jeremiah Smith checks in at No. 2 with a $4.2 million valuation, breaking up what’s typically been a quarterback-dominated leaderboard. Smith’s presence this high up is a big deal - not just because he’s a non-QB, but because it shows the market is willing to invest heavily in elite playmakers who light up highlight reels and drive engagement across social platforms.
Behind Smith, it’s back to the quarterbacks. LSU’s Sam Leavitt holds the No. 3 spot at $4 million, while Texas Tech’s Brendan Sorsby and Michigan’s Bryce Underwood are tied at $3.1 million, rounding out the top five. That’s four quarterbacks in the top five, which tracks with how the NIL market has valued the position from the jump - quarterbacks are the faces of programs, the leaders on the field, and often the most marketable athletes off it.
Texas, though, isn’t just riding Manning’s star power. The Longhorns recently added another major NIL asset in wide receiver Cam Coleman, who transferred in from Auburn and now sits at No. 7 nationally with a $2.9 million valuation.
Coleman’s value surged almost overnight - jumping from $1.8 million to around $2.5 million shortly after announcing his move to Austin, and inching even closer to $3 million not long after. That kind of leap speaks volumes about both his individual talent and the branding power of Texas football.
Coleman led Auburn in receiving last season with 708 yards and five touchdowns, despite the Tigers’ offensive inconsistencies. Now he joins a Texas offense already featuring Ryan Wingo, who racked up 834 yards and seven scores as a sophomore. That’s a serious 1-2 punch at wideout, and it’s no wonder the NIL numbers are following the production.
What we’re seeing here is a clear trend: while quarterbacks still dominate the top of the NIL hierarchy, elite receivers - especially those who can change a game and trend on social media - are carving out their own space in the market. Smith at No. 2 and Coleman’s rapid rise are proof that the NIL world is expanding its definition of value.
The 2026 NIL rankings aren’t just about who’s getting paid - they’re a window into how college football is evolving. Talent, exposure, and brand alignment are now just as important as stats and wins.
And as the portal continues to shake things up and programs jockey for both on-field success and off-field relevance, expect these numbers to keep moving. Just like the stock market, this thing never stops.