Aug. 28, 2026, 7:03 a.m.
ET
Funny as it may be, in this day and age, money now runs the rosters of big-time college football, and it’s no different at Ohio State, Oregon, Michigan, and other teams in the Big Ten. You now have to have a substantial budget to pay players, recruit, and maintain rosters in order to compete for championships. And the price tags keep skyrocketing with no end in sight.
Since name, image and likeness (NIL) really took hold, the Big Ten has come into its own, now having won three straight College Football Playoff national championships (Michigan, Ohio State, and Indiana). The League has plenty of superstars heading into the 2026 season once again, and we thought it would be interesting to look at those household names and see who tops the list in NIL value. Mind you, these things aren’t widely known publicly, but On3 has done its own work on a player’s value and what they might be getting paid because of position, marketability, money available, team, and more, and we have the top ten NIL valuations in the Big Ten for your consumption.
We are counting them down from No. 10 to the top, and we think you might find it very interesting, especially as an Ohio State fan. No.
10 – Matayo Uiagalelei, Defensive Tackle | Oregon NIL value according to On3 | $2 Million
National Rank | No. 42
Class | Senior
It never hurts to play for Oregon when it comes to the chances of getting a piece of the NIL pie. It also doesn’t hurt to be a disruptive force on defense, like Uiagalelei is.
No. 9 – Nico Iamaleava, Quarterback | UCLA NIL value according to On3 | $2 Million
National Rank | No. 40
Class | Redshirt Junior
Iamaleava first came to college football fans while starting at Tennessee as a redshirt freshman. After reports of being disgruntled with NIL money in Knoxville, the dual-threat quarterback made his way to UCLA, where the position he plays and his ability in L.A. are a great marriage. No. 8 – Koi Perich, Safety | Oregon NIL value according to On3 | $2 Million
National Rank | No.
25
Class | Junior
Perich is a perfect example of a guy with unbelievable talent who leaves for a better NIL package. Minnesota was never going to be able to put up the type of coin that Nike money can in Eugene, and Perich can now play for an NFL future and get paid handsomely. No. 7 – John Henry Daley, Defensive End | Michigan NIL value according to On3 | $2 Million
National Rank | No. 22
Class | Senior
Daley followed Kyle Whittingham from Utah to Ann Arbor and got a little money along with the ride East.
There’s no doubt he gets more because he’s wearing the winged helmet this year as an All-American, who should shine off the edge this season. No. 6 – Julian Sayin, Quarterback | Ohio State NIL value according to On3 | $2.5 Million
National Rank | No. 18
Class | Redshirt Sophomore
It’s actually a little surprising that Sayin doesn’t command more as a returning Heisman finalist, but it probably has more to do with his All-American-type looks and perceived unassuming personality. Even though he’s reportedly become more of an outgoing leader this season, being the quarterback at Ohio State still has its perks.
No. 5 – Bryce Underwood, Quarterback | Michigan NIL value according to On3 | $3 Million
National Rank | No. 10
Class | Sophomore
Underwood’s NIL value has more to do with potential than what he’s done on the field. He came out of high school as the top quarterback recruit, and the Wolverines had no problem dishing out the cash. He’s a dual-threat quarterback at a name-brand school who’s seen as the next big thing in maize and blue. That all plays well for marketability. No.
4 – Josh Hoover, Quarterback | Indiana NIL value according to On3 | $4 Million
National Rank | No. 8
Class | Redshirt Senior
It worked so well for two straight years that Indiana head coach Curt Cignetti is going to the quarterback transfer well once again, this time bringing in former TCU signal-caller Josh Hoover.
As always, transferring in always brings up that NIL value, especially at quarterback and for a team that’s now dedicating more resources and money to putting a winner on the field. It’s working. No.
3 – Demond Williams Jr., Quarterback | Washington NIL value according to On3 | $4 Million
National Rank | No. 6
Class | Junior
Williams flirted with transferring from Washington during the offseason but decided to stick it out in Seattle.
Playing quarterback, being an electric dual-threat, and doing it for a pretty big-named Big Ten program sits right in the sweet spot of NIL money. No. 2 – Jeremiah Smith, Wide Receiver | Ohio State NIL value according to On3 | $5 Million
National Rank | No. 4
Class | Junior
Honestly, if Smith had decided to hit the transfer portal and leave Ohio State, we’d probably be talking about NIL figures we’ve never seen for a player. It’s amazing this number isn’t higher than it is because if you’ve ever seen the crowds Smith commands in Columbus, you’d think the Pope is visiting.
No. 1 – Dante Moore, Quarterback | Oregon NIL value according to On3 | $5 Million
National Rank | No.
4
Class | Senior
Being the quarterback for one of the biggest spenders in the NIL space has its benefits, and Moore is cashing in. He could have gone to the NFL, but why not make a boatload of money trying to chase a national title before heading off to the pros?
Moore is talented and plays for a high-exposure contender. That all plays into a huge NIL valuation. Contact/Follow us @BuckeyesWire on X (formerly Twitter) and like our page on Facebook to follow ongoing coverage of Ohio State news, notes, and opinion. Follow Phil Harrison on X.
