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How much do Arizona State football players earn from NIL in 2027?

📖 2,447 words🗓️ Published Jun 22, 2026 · Updated Jun 21, 2026

Direct Answer

An Arizona State football player in 2027 typically earns somewhere between a few thousand dollars and roughly seven figures in combined NIL and revenue-sharing money, with the starting quarterback realistically commanding the highest earnings on the roster, other key starters and skill stars landing in the mid-five to low-six-figure range, and depth and special-teams players earning smaller amounts. The Sun Devils sit in the Big 12, and after a breakout 2024 College Football Playoff run under head coach Kenny Dillingham, the program became a genuine NIL player rather than an afterthought. ASU's earnings rest on two layers: direct revenue sharing from the school under the House v. NCAA settlement (a department-wide cap, of which football claims the largest slice — often around 75 percent at Power-conference schools) and third-party NIL through the Sun Devil collective ecosystem and brand deals tied to the Phoenix media market. Quarterback Sam Leavitt is the program's marquee earner and the clearest proof of what an ASU star can command.

1. Why Arizona State Football NIL Is Valued Where It Is

Arizona State's NIL value climbed sharply on the back of recent on-field results rather than blue-blood tradition. Key drivers include:

A 2024 Big 12 title and College Football Playoff appearance that put the Sun Devils on national television and reset their recruiting ceiling.
The Phoenix metro market — a large U.S. media market — which gives players a deep pool of local brands, dealerships, and restaurants hungry for spokesathletes.
Kenny Dillingham's young, energetic staff, which sells NIL infrastructure as a core recruiting pitch.
A motivated donor base newly convinced the program can win at the highest level.

ASU is not Texas or Ohio State money, but it is now a credible mid-tier Power-conference NIL operation that can fund a contender.

2. The Two Layers of Earnings

Layer one — direct revenue sharing. Since the House settlement took effect for 2025–26, Arizona State can pay players directly from a capped pool. As at virtually every Power-conference school, football receives the largest single allocation — commonly cited near 75 percent of the department-wide pool — because it generates the most revenue and carries the largest roster. That allocation is weighted heavily toward the quarterback and proven starters.

Layer two — third-party NIL. This includes collective payments, local and national endorsements, autograph and appearance deals, and social content. Deals of a certain threshold must clear the NIL Go clearinghouse (run with Deloitte) for fair-market value. A player's total is the sum of both layers, which is why a marketable starter in Tempe can out-earn an equally talented player at a lower-profile program.

3. What Different Positions and Roles Earn

Football roster economics are top-heavy, and ASU is no exception:

Starting quarterback (QB1): The highest earnings on the roster — potentially high six figures to seven figures combined.
Star skill players (RB, WR) and elite edge/line: Mid-five to low-six figures.
Other full-time starters: Lower five figures to mid-five figures.
Rotation contributors: Low five figures.
Depth, walk-ons, special teams: A few thousand dollars, often collective-driven appearance and social deals.

The gap between QB1 and the bottom of the roster is enormous — far wider than in basketball — because quarterback marketability and on-field impact dwarf every other position.

4. Real Arizona State Earners and What They Prove

The clearest evidence of ASU's ceiling is quarterback Sam Leavitt. After transferring from Michigan State, Leavitt led the Sun Devils to the 2024 Big 12 championship and a College Football Playoff berth, instantly becoming one of the most valuable players in the conference. On3 and similar outlets have placed his NIL valuation in the high six to seven figures, anchored by his on-field production, a strong social presence, and the visibility of a playoff run. Leavitt's decision to return to ASU rather than chase a bigger-brand transfer was itself a statement that the program's combined revenue-share-plus-collective package is now competitive.

Around him, skill players such as star running back Cam Skattebo (before his move to the NFL) demonstrated that an ASU playmaker with a national highlight reel can attract real brand interest beyond Tempe. The pattern is consistent: the quarterback anchors the roster's economics, productive skill players form a strong second tier, and the platform of a winning, nationally televised Big 12 program lifts everyone's marketability. The takeaway for a recruit weighing Tempe is that ASU now pays for proven production and winning exposure, not just potential.

5. How the House Settlement Reshaped ASU's Math

Before 2025, every dollar an Arizona State player earned came from collectives and brands; the school itself could not pay athletes. The House v. NCAA settlement, approved in June 2025 and effective for 2025–26, changed that by allowing direct institutional revenue sharing under a cap that began at a certain level per department and rises roughly 4 percent per year in subsequent years. Because the cap is department-wide, ASU football competes with basketball, baseball, and Olympic sports for share — but as the revenue engine, football claims the dominant slice, commonly around 75 percent at schools like ASU. The settlement also created the NIL Go clearinghouse, operated with Deloitte, which vets third-party deals of a certain threshold for fair-market value, nudging collectives toward structuring genuine endorsements rather than disguised recruiting payments. The net effect in Tempe: a meaningfully higher floor for depth players who now receive school dollars, and a ceiling for the quarterback and stars that still depends on stacking collective and brand money on top of the school check.

6. The Organizations in ASU's NIL Economy

Several entities move money to Sun Devil players:

Sun Devil–affiliated collectives (the Sun Angel / Sun Devil collective ecosystem) channel donor and booster money into player deals.
Opendorse and similar platforms manage, match, and disclose deals.
NIL Go / Deloitte clearinghouse reviews third-party deals above a certain threshold for fair-market value.
Phoenix-market businesses — auto dealers, restaurants, and regional brands — provide a steady base of local endorsement opportunities thanks to the metro's size.
National agencies represent the highest-profile players, especially the quarterback, for endorsements and appearances.

A savvy ASU player treats NIL like a business — representation, disclosure workflow, tax planning, and a personal-brand strategy built around the program's growing national profile.

7. How an Arizona State Player Maximizes Earnings

Win and start at a premium position — the quarterback and featured skill roles drive both revenue-share allocation and national attention.
Leverage the Phoenix market — the metro's size means more local brand deals than most peer programs can offer.
Build a genuine social following — brands pay for reach and engagement, not just stats.
Get real representation that understands clearinghouse rules and structures deals to clear fair-market-value review.
Stack all three layers — revenue share, collective support, and endorsements — and manage taxes and eligibility, since NIL income is taxable and deals above a certain threshold must pass review.

8. How ASU Stacks Up Against Big 12 Peers in 2027

Within the Big 12, Arizona State sits in the upper-middle of the NIL pecking order. Programs like Texas Tech, which has drawn national attention for an aggressive, well-funded collective and a reported willingness to spend heavily on the transfer portal, currently set the conference's high-water mark for NIL outlay. Utah, Kansas State, and Baylor field comparable or slightly larger war chests in some years, while ASU's value has surged specifically because of its 2024 playoff run rather than long-standing booster depth. Every Big 12 school now operates under the same department-wide revenue-share cap, so the differentiator is increasingly how strong each program's collective remains on top of the cap and how much of the football slice it can deploy at the quarterback position. ASU's structural advantage is the Phoenix media market and recent winning, which together convert a Sun Devil season into real endorsement value. Its disadvantage versus the conference's biggest spenders is a shallower historical donor base, meaning ASU must win consistently to keep its NIL momentum — a very different position from the brand-durability cushion that blue bloods enjoy.

How the Phoenix Market Boosts ASU Player NIL Potential

Arizona State’s location in the Phoenix metropolitan area — a large media market in the United States — gives its athletes a distinct earning advantage over many other Big 12 and Power Four programs. Local businesses, from car dealerships and restaurants to real estate agencies and fitness brands, regularly seek out Sun Devil football players for endorsements and appearances. The sheer population density means a larger pool of potential sponsors, which translates into more modest but steady deals for a wider range of players. A reserve offensive lineman or a special-teams contributor might earn a few thousand dollars annually from a handful of local partnerships, while a recognizable starter like a wide receiver or defensive back can command five-figure deals with regional chains. The Phoenix market also attracts national brands looking for visibility in a growing Sun Belt city, further elevating the ceiling for ASU’s top talent.

The Role of the Sun Devil Collective and Third-Party Support

The primary vehicle for organizing and distributing NIL funds at Arizona State is the Sun Devil Collective, a third-party entity that pools donations from boosters, alumni, and local businesses to compensate athletes for promotional work, appearances, and content creation. In 2027, this collective functions as the backbone of ASU’s NIL infrastructure, ensuring that players across the roster receive consistent, tax-compliant payments. While the collective’s exact budget is not publicly disclosed, its influence is evident in the program’s ability to retain key players like Sam Leavitt and attract transfers who might otherwise consider larger NIL markets. The collective also facilitates group licensing deals, where multiple players share in revenue from merchandise or video game appearances, providing a baseline income for even walk-ons and younger athletes. For a player outside the star tier, the collective often serves as the difference between earning nothing and earning a meaningful stipend that covers living expenses and tuition gaps.

How NIL Earnings Compare to Other Big 12 Programs

Arizona State’s NIL earnings in 2027 place the program in the middle-to-upper tier of the Big 12, behind perennial powers like Texas (now in the SEC) and Oklahoma (also SEC), but competitive with peers such as Colorado, Utah, and Oklahoma State. The Sun Devils’ breakout 2024 season and subsequent recruiting momentum have closed the gap with programs that historically outspent them. While a top earner at a Big 12 powerhouse like Colorado or Utah might command similar figures to ASU’s quarterback, the depth of earnings across the roster is where Arizona State distinguishes itself. The combination of a large media market, an engaged donor base through the Sun Devil Collective, and the new revenue-sharing model means that a second-string linebacker at ASU likely earns more than his counterpart at a smaller-market Big 12 school like Kansas State or Iowa State. This competitive edge helps Dillingham build roster depth without relying solely on scholarships, reinforcing the program’s upward trajectory in the NIL era.

Frequently Asked Questions

How much can an Arizona State football star make in 2027? The starting quarterback and top stars are realistically in the high six to seven figures range combining revenue share, collective money, and endorsements. Sam Leavitt's high-six-to-seven-figure valuation after the 2024 playoff run set the recent benchmark.

Does Arizona State pay players directly now? Yes. Since the House settlement (effective 2025–26), ASU can pay players from a revenue-sharing pool capped at a department-wide level, with football receiving the largest slice — commonly around 75 percent.

Do backup and depth players earn NIL money at ASU? Yes — typically a few thousand to low five figures depending on role, much of it from collective appearance and social deals plus the exposure of a nationally relevant Big 12 program.

Why does the quarterback earn so much more than other positions? Quarterback marketability and on-field impact dwarf every other role, so QB1 anchors the revenue-share allocation and attracts the most brand interest, creating a wide gap between the top of the roster and the depth.

What is the NIL Go clearinghouse? The settlement-mandated review process, operated with Deloitte, that vets third-party deals above a certain threshold for fair-market value to prevent disguised pay-for-play.

How does ASU's NIL compare to Texas Tech or Utah? All operate under the same department-wide cap, but Texas Tech has spent more aggressively through its collective. ASU's value rose on the strength of its 2024 Big 12 title and playoff run, and its edge is the Phoenix media market rather than a deep historical donor base.

flowchart TD A[ASU Football Player 2027] --> B[Revenue Share from ASU] A --> C["Collective / NIL Deals"] A --> D[Brand Endorsements] B --> E["Football slice ~75% of department cap"] C --> F[Sun Devil collective ecosystem] D --> G["Phoenix-market & national brands"] E --> H[Total Compensation] F --> H G --> H

flowchart LR POOL[Dept Cap] --> FB["Football ~75%"] POOL --> MBB[Basketball] POOL --> OLY[Olympic Sports] FB --> QB[QB1 - top of market] FB --> SKILL["Skill & Line Starters"] FB --> DEPTH["Rotation & Depth"] QB --> CLEAR[NIL Go Clearinghouse] SKILL --> CLEAR DEPTH --> CLEAR

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[What data sources are most effective for training AI models to predict next best action in complex enterprise deals?](/knowledge/q16721)
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Sources

House v. NCAA settlement terms and revenue-sharing cap documentation (effective 2025–26)
NIL Go clearinghouse (Deloitte) fair-market-value review documentation (threshold-based)
On3 and 247Sports NIL valuation reporting for college football, 2026–2027 (Sam Leavitt valuation)
ESPN reporting on Arizona State's 2024 Big 12 championship and College Football Playoff run
Opendorse NIL marketplace data and athlete-earnings reporting
Sportico and Front Office Sports reporting on Big 12 football NIL spending and collectives

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![How much do Arizona State football players earn from NIL in 2027?](https://image.pollinations.ai/prompt/high%20quality%20editorial%20professional%20editorial%20business%20photography%20photograph%20illustrating%20How%20much%20do%20Arizona%20State%20football%20players%20earn%20from%20NIL%20in%202027%3F%2C%20realistic%20magazine%20style%2C%20warm%20light%2C%20no%20text%2C%20no%20watermark%2C%20no%20words?width=1200&height=675&nologo=true&model=flux&seed=57374)

# How much do Arizona State football players earn from NIL in 2027?

## Direct Answer

An **Arizona State football** player in 2027 typically earns somewhere between a few thousand dollars and roughly seven figures in combined NIL and revenue-sharing money, with the **starting quarterback realistically commanding the highest earnings on the roster**, **other key starters and skill stars landing in the mid-five to low-six-figure range**, and **depth and special-teams players earning smaller amounts**. The Sun Devils sit in the **Big 12**, and after a breakout 2024 College Football Playoff run under head coach **Kenny Dillingham**, the program became a genuine NIL player rather than an afterthought. ASU's earnings rest on two layers: direct **revenue sharing** from the school under the **House v. NCAA settlement** (a department-wide cap, of which football claims the largest slice — often around 75 percent at Power-conference schools) and **third-party NIL** through the Sun Devil collective ecosystem and brand deals tied to the Phoenix media market. Quarterback **Sam Leavitt** is the program's marquee earner and the clearest proof of what an ASU star can command.

## 1. Why Arizona State Football NIL Is Valued Where It Is

![How much do Arizona State football players earn from NIL in 2027? — 1. Why Arizona State Football NIL Is Valued Where It Is](/assets/cro-cover-6.jpg)


Arizona State's NIL value climbed sharply on the back of recent on-field results rather than blue-blood tradition. Key drivers include:

- **A 2024 Big 12 title and College Football Playoff appearance** that put the Sun Devils on national television and reset their recruiting ceiling.
- **The Phoenix metro market** — a large U.S. media market — which gives players a deep pool of **local brands, dealerships, and restaurants** hungry for spokesathletes.
- **Kenny Dillingham's young, energetic staff**, which sells NIL infrastructure as a core recruiting pitch.
- **A motivated donor base** newly convinced the program can win at the highest level.

ASU is not Texas or Ohio State money, but it is now a credible mid-tier Power-conference NIL operation that can fund a contender.

```mermaid
flowchart TD
  A[ASU Football Player 2027] --> B[Revenue Share from ASU]
  A --> C[Collective / NIL Deals]
  A --> D[Brand Endorsements]
  B --> E[Football slice ~75% of department cap]
  C --> F[Sun Devil collective ecosystem]
  D --> G[Phoenix-market & national brands]
  E --> H[Total Compensation]
  F --> H
  G --> H
```

## 2. The Two Layers of Earnings

![How much do Arizona State football players earn from NIL in 2027? — 2. The Two Layers of Earnings](/assets/cro-cover-6.jpg)


**Layer one — direct revenue sharing.** Since the **House settlement** took effect for 2025–26, Arizona State can pay players directly from a capped pool. As at virtually every Power-conference school, **football receives the largest single allocation** — commonly cited near **75 percent** of the department-wide pool — because it generates the most revenue and carries the largest roster. That allocation is weighted heavily toward the quarterback and proven starters.

**Layer two — third-party NIL.** This includes **collective payments, local and national endorsements, autograph and appearance deals, and social content**. Deals of a certain threshold must clear the **NIL Go** clearinghouse (run with **Deloitte**) for fair-market value. A player's total is the sum of both layers, which is why a marketable starter in Tempe can out-earn an equally talented player at a lower-profile program.

## 3. What Different Positions and Roles Earn

![How much do Arizona State football players earn from NIL in 2027? — 3. What Different Positions and Roles Earn](/assets/cro-cover-6.jpg)


Football roster economics are top-heavy, and ASU is no exception:

- **Starting quarterback (QB1):** The highest earnings on the roster — potentially high six figures to seven figures combined.
- **Star skill players (RB, WR) and elite edge/line:** Mid-five to low-six figures.
- **Other full-time starters:** Lower five figures to mid-five figures.
- **Rotation contributors:** Low five figures.
- **Depth, walk-ons, special teams:** A few thousand dollars, often collective-driven appearance and social deals.

The gap between QB1 and the bottom of the roster is enormous — far wider than in basketball — because quarterback marketability and on-field impact dwarf every other position.

```mermaid
flowchart LR
  POOL[Dept Cap] --> FB[Football ~75%]
  POOL --> MBB[Basketball]
  POOL --> OLY[Olympic Sports]
  FB --> QB[QB1 - top of market]
  FB --> SKILL[Skill & Line Starters]
  FB --> DEPTH[Rotation & Depth]
  QB --> CLEAR[NIL Go Clearinghouse]
  SKILL --> CLEAR
  DEPTH --> CLEAR
```

## 4. Real Arizona State Earners and What They Prove

The clearest evidence of ASU's ceiling is quarterback **Sam Leavitt**. After transferring from Michigan State, Leavitt led the Sun Devils to the **2024 Big 12 championship and a College Football Playoff berth**, instantly becoming one of the most valuable players in the conference. On3 and similar outlets have placed his NIL valuation in the high six to seven figures, anchored by his on-field production, a strong social presence, and the visibility of a playoff run. Leavitt's decision to **return to ASU rather than chase a bigger-brand transfer** was itself a statement that the program's combined revenue-share-plus-collective package is now competitive.

Around him, skill players such as star running back **Cam Skattebo** (before his move to the NFL) demonstrated that an ASU playmaker with a national highlight reel can attract real brand interest beyond Tempe. The pattern is consistent: **the quarterback anchors the roster's economics**, productive skill players form a strong second tier, and the platform of a winning, nationally televised Big 12 program lifts everyone's marketability. The takeaway for a recruit weighing Tempe is that ASU now pays for proven production and winning exposure, not just potential.

## 5. How the House Settlement Reshaped ASU's Math

Before 2025, every dollar an Arizona State player earned came from collectives and brands; the school itself could not pay athletes. The **House v. NCAA settlement**, approved in June 2025 and effective for 2025–26, changed that by allowing direct institutional **revenue sharing** under a cap that began at a certain level per department and rises roughly **4 percent per year** in subsequent years. Because the cap is department-wide, ASU football competes with basketball, baseball, and Olympic sports for share — but as the revenue engine, football claims the dominant slice, **commonly around 75 percent** at schools like ASU. The settlement also created the **NIL Go** clearinghouse, operated with **Deloitte**, which vets third-party deals of a certain threshold for fair-market value, nudging collectives toward structuring genuine endorsements rather than disguised recruiting payments. The net effect in Tempe: a meaningfully **higher floor** for depth players who now receive school dollars, and a **ceiling for the quarterback and stars** that still depends on stacking collective and brand money on top of the school check.

## 6. The Organizations in ASU's NIL Economy

Several entities move money to Sun Devil players:

- **Sun Devil–affiliated collectives** (the Sun Angel / Sun Devil collective ecosystem) channel donor and booster money into player deals.
- **Opendorse** and similar platforms manage, match, and disclose deals.
- **NIL Go / Deloitte** clearinghouse reviews third-party deals above a certain threshold for fair-market value.
- **Phoenix-market businesses** — auto dealers, restaurants, and regional brands — provide a steady base of local endorsement opportunities thanks to the metro's size.
- **National agencies** represent the highest-profile players, especially the quarterback, for endorsements and appearances.

A savvy ASU player treats NIL like a business — representation, disclosure workflow, tax planning, and a personal-brand strategy built around the program's growing national profile.

## 7. How an Arizona State Player Maximizes Earnings

1. **Win and start at a premium position** — the quarterback and featured skill roles drive both revenue-share allocation and national attention.
2. **Leverage the Phoenix market** — the metro's size means more local brand deals than most peer programs can offer.
3. **Build a genuine social following** — brands pay for reach and engagement, not just stats.
4. **Get real representation** that understands clearinghouse rules and structures deals to clear fair-market-value review.
5. **Stack all three layers** — revenue share, collective support, and endorsements — and **manage taxes and eligibility**, since NIL income is taxable and deals above a certain threshold must pass review.

## 8. How ASU Stacks Up Against Big 12 Peers in 2027

Within the **Big 12**, Arizona State sits in the upper-middle of the NIL pecking order. Programs like **Texas Tech**, which has drawn national attention for an aggressive, well-funded collective and a reported willingness to spend heavily on the transfer portal, currently set the conference's high-water mark for NIL outlay. **Utah**, **Kansas State**, and **Baylor** field comparable or slightly larger war chests in some years, while ASU's value has surged specifically because of its **2024 playoff run** rather than long-standing booster depth. Every Big 12 school now operates under the same department-wide revenue-share cap, so the differentiator is increasingly **how strong each program's collective remains on top of the cap** and how much of the football slice it can deploy at the quarterback position. ASU's structural advantage is the **Phoenix media market and recent winning**, which together convert a Sun Devil season into real endorsement value. Its disadvantage versus the conference's biggest spenders is a **shallower historical donor base**, meaning ASU must win consistently to keep its NIL momentum — a very different position from the brand-durability cushion that blue bloods enjoy.

## How the Phoenix Market Boosts ASU Player NIL Potential

Arizona State’s location in the **Phoenix metropolitan area** — a large media market in the United States — gives its athletes a distinct earning advantage over many other Big 12 and Power Four programs. Local businesses, from car dealerships and restaurants to real estate agencies and fitness brands, regularly seek out Sun Devil football players for endorsements and appearances. The sheer population density means a larger pool of potential sponsors, which translates into more modest but steady deals for a wider range of players. A reserve offensive lineman or a special-teams contributor might earn a few thousand dollars annually from a handful of local partnerships, while a recognizable starter like a wide receiver or defensive back can command five-figure deals with regional chains. The Phoenix market also attracts national brands looking for visibility in a growing Sun Belt city, further elevating the ceiling for ASU’s top talent.

## The Role of the Sun Devil Collective and Third-Party Support

The primary vehicle for organizing and distributing NIL funds at Arizona State is the **Sun Devil Collective**, a third-party entity that pools donations from boosters, alumni, and local businesses to compensate athletes for promotional work, appearances, and content creation. In 2027, this collective functions as the backbone of ASU’s NIL infrastructure, ensuring that players across the roster receive consistent, tax-compliant payments. While the collective’s exact budget is not publicly disclosed, its influence is evident in the program’s ability to retain key players like Sam Leavitt and attract transfers who might otherwise consider larger NIL markets. The collective also facilitates group licensing deals, where multiple players share in revenue from merchandise or video game appearances, providing a baseline income for even walk-ons and younger athletes. For a player outside the star tier, the collective often serves as the difference between earning nothing and earning a meaningful stipend that covers living expenses and tuition gaps.

## How NIL Earnings Compare to Other Big 12 Programs

Arizona State’s NIL earnings in 2027 place the program in the **middle-to-upper tier of the Big 12**, behind perennial powers like Texas (now in the SEC) and Oklahoma (also SEC), but competitive with peers such as Colorado, Utah, and Oklahoma State. The Sun Devils’ breakout 2024 season and subsequent recruiting momentum have closed the gap with programs that historically outspent them. While a top earner at a Big 12 powerhouse like Colorado or Utah might command similar figures to ASU’s quarterback, the depth of earnings across the roster is where Arizona State distinguishes itself. The combination of a large media market, an engaged donor base through the Sun Devil Collective, and the new revenue-sharing model means that a second-string linebacker at ASU likely earns more than his counterpart at a smaller-market Big 12 school like Kansas State or Iowa State. This competitive edge helps Dillingham build roster depth without relying solely on scholarships, reinforcing the program’s upward trajectory in the NIL era.

## Frequently Asked Questions

**How much can an Arizona State football star make in 2027?** The starting quarterback and top stars are realistically in the high six to seven figures range combining revenue share, collective money, and endorsements. Sam Leavitt's high-six-to-seven-figure valuation after the 2024 playoff run set the recent benchmark.

**Does Arizona State pay players directly now?** Yes. Since the **House settlement** (effective 2025–26), ASU can pay players from a revenue-sharing pool capped at a department-wide level, with football receiving the largest slice — commonly around 75 percent.

**Do backup and depth players earn NIL money at ASU?** Yes — typically a few thousand to low five figures depending on role, much of it from collective appearance and social deals plus the exposure of a nationally relevant Big 12 program.

**Why does the quarterback earn so much more than other positions?** Quarterback marketability and on-field impact dwarf every other role, so QB1 anchors the revenue-share allocation and attracts the most brand interest, creating a wide gap between the top of the roster and the depth.

**What is the NIL Go clearinghouse?** The settlement-mandated review process, operated with **Deloitte**, that vets third-party deals above a certain threshold for fair-market value to prevent disguised pay-for-play.

**How does ASU's NIL compare to Texas Tech or Utah?** All operate under the same department-wide cap, but Texas Tech has spent more aggressively through its collective. ASU's value rose on the strength of its 2024 Big 12 title and playoff run, and its edge is the Phoenix media market rather than a deep historical donor base.

<!--pillar-weave-->
## Related on PULSE

- [What data sources are most effective for training AI models to predict next best action in complex enterprise deals?](/knowledge/q16721)
- [How does the expanding size of B2B buying committees increase the risk of vendor consolidation paralysis?](/knowledge/q16720)
- [Which vendor consolidation strategies are failing most often when integrating AI sales tools into existing stacks?](/knowledge/q16719)
- [Why are longer sales cycles now correlating with a shift from pipeline velocity to deal value predictability?](/knowledge/q16718)
- [What specific metrics are B2B RevOps teams using to measure AI's impact on lead quality in the top-of-funnel?](/knowledge/q16717)


## Sources

- House v. NCAA settlement terms and revenue-sharing cap documentation (effective 2025–26)
- NIL Go clearinghouse (Deloitte) fair-market-value review documentation (threshold-based)
- On3 and 247Sports NIL valuation reporting for college football, 2026–2027 (Sam Leavitt valuation)
- ESPN reporting on Arizona State's 2024 Big 12 championship and College Football Playoff run
- Opendorse NIL marketplace data and athlete-earnings reporting
- Sportico and Front Office Sports reporting on Big 12 football NIL spending and collectives

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