What happens when a backup quarterback becomes the face of college football’s biggest financial game? In the current Name, Image, and Likeness (NIL) whirlwind, athletes like Arch Manning, Shedeur Sanders, and even Bronny James are redefining the business of college sports. With Texas surging into the playoffs, Arch Manning’s NIL rise is shaking the college football world, marking a turning point in the NIL era. The situation raises a big question: is history repeating itself?
NIL Hierarchy and a New King
Bronny James once dominated the NIL landscape, boasting a $7.3 million valuation in 2023. However, his reign was overtaken by Colorado quarterback Shedeur Sanders, who commanded attention with his stellar play and endorsements. But now, Shedeur finds himself in a similar position, displaced by Arch Manning. Last week, Manning’s NIL valuation jumped from $5.5 million to $6.6 million, surpassing Sanders’ $6.5 million. This rise is particularly striking because Manning achieved it as a backup quarterback for the Texas Longhorns, a feat that underscores his marketability and star power.
Despite his meteoric rise, Manning has not yet cashed in on his NIL potential, reportedly waiting until he secures the starting role. This strategic patience adds an intriguing layer to the NIL conversation and Texas’ future.
Texas Longhorns’ Quarterback Dilemma
Manning’s rise coincides with the Longhorns’ College Football Playoff berth. His growing NIL valuation is fueled by deals with Panini America and EA Sports, along with his robust social media presence of over 415,000 followers. While Shedeur Sanders prepares for the NFL Draft with endorsements from Nike and Beats by Dre, Manning is solidifying his status as a rising NIL powerhouse. The timing of this shift feels almost poetic, with Manning taking the torch from Sanders in a symbolic full-circle moment.
For Texas, the quarterback situation is a double-edged sword. Quinn Ewers, the proven talent, could return for another season instead of declaring for the NFL Draft. This would set up a potential competition with Manning for the starting position. If Ewers stays, Manning might explore the transfer portal, tempted by lucrative NIL deals elsewhere—an option that has precedent. For instance, Bryce Underwood recently flipped his commitment to Michigan, lured by a $10.5 million deal, signaling the high stakes of the NIL era.
Balancing Performance and NIL Valuation
Texas faces a unique challenge: balancing on-field performance with NIL expectations. Manning’s ascent as a backup suggests that NIL valuations are not solely tied to playing time or performance but also to marketability and potential. If Ewers remains the starter, Texas head coach Steve Sarkisian may need to find innovative ways to keep Manning engaged and satisfied or risk losing him to a program willing to prioritize him.
The Bigger Picture
Manning’s situation highlights the transformative power of NIL in college football. As the NIL landscape evolves, programs like Texas must navigate the complexities of managing both player development and financial incentives. Manning’s rise, coupled with Texas’ playoff run, positions the Longhorns as pioneers in this new era of college athletics.
Ultimately, the debate over who should start for Texas in 2025—Ewers or Manning—is emblematic of the broader NIL conversation. Whether Manning becomes the starter or Ewers continues to lead, one thing is certain: the NIL era is rewriting the rules of college football, with Arch Manning at the center of it all. The stakes are as high as the Texas sky, and the Longhorns’ 2025 season promises to be one for the history books.