A select few players strike gold, though. According to analysts at On3.com, Colorado quarterback Shedeur Sanders’ endorsements are worth $6 million. LSU gymnast Livvy Dunne isn’t far behind with a $4 million valuation.

Duke basketball player Cooper Flagg could haul in $2.6 million during his freshman year.

Transfer rules loosened up shortly before sponsorship regulations changed, so players have more power than ever.