If you’ve been following college football at all over the last couple of years, you know Travis Hunter is a unicorn. It’s not just that he plays both ways—lining up for 100+ snaps a game as a lockdown corner and a deep-threat receiver—it’s the way he’s completely flipped the script on how college athletes make money.
The Travis Hunter NIL deal conversation usually starts with a big number, like $5.7 million. But that's a valuation, not a single check. Honestly, the real story is way more interesting than just a bank balance.
While most players are out here chasing every local car dealership or pizza joint for a quick buck, Hunter built a literal corporate empire before he even touched an NFL field. By the time the Jacksonville Jaguars took him as the No. 2 overall pick in the 2025 NFL Draft, he wasn't just a prospect. He was a seasoned business mogul.
The $5.7 Million Elephant in the Room
Let's talk about that $5.7 million figure. It’s a massive number. It put him right at the top of the On3 NIL 100, trailing only names like Arch Manning.
But here’s the kicker: Hunter didn't actually take money from Colorado’s NIL collective.
Yeah, you read that right. In a world where "collectives" (the booster-funded groups that pay players) are the primary source of income for most stars, Hunter reportedly took zero from the CU collective. Instead, he basically acted as a donor. Deion Sanders Jr. revealed that Hunter actually used his own personal endorsement money to help pay 10 to 15 of his teammates.
He wasn't just playing for the Buffs; he was helping fund them.
Why Brands Obsess Over the Two-Way Star
Marketing experts like the folks at SMAC Entertainment (who handle his off-field stuff) realized early on that Hunter is "double the inventory." Most brands get one player. With Hunter, they get the best cornerback in the country and one of the most electric wide receivers.
His portfolio is a "who’s who" of global giants:
- Adidas: Signed right before his 2024 Heisman win. He even got his 15-year-old brother, Trayvis, a deal.
- United Airlines: You probably saw the ad where he’s doing everything from tagging bags to directing planes. It leaned into the "he's everywhere" meme.
- 7-Eleven: Part of the "Cleat Crew," where he helped design custom cleats for charity.
- Celsius: A long-term partner since his Jackson State days.
- Squishmallows: This one is just weirdly perfect. He used to have them in the background of his Twitch streams, and the brand noticed. He became the first-ever athlete to partner with them.
The "Coach Prime" Effect on Hunter's Marketability
You can't talk about the Travis Hunter NIL deal without talking about Deion Sanders. When Hunter made history by flipping from Florida State to Jackson State (an HBCU), people thought he was throwing his career away.
Actually, he was building a brand.
By following Sanders to Colorado, he stayed under the brightest spotlight in sports. Coach Prime didn't just teach him how to backpedal; he taught him how to handle the media. Hunter’s YouTube channel exploded to over 300,000 subscribers. He wasn't just waiting for a brand to call him. He created his own media platform where he could control the narrative.
The Pivot to the NFL
When 2025 rolled around, the NIL era technically ended for Hunter as he transitioned to the pros. But did the money stop? Not even close.
He walked into a four-year, $46.5 million rookie contract with the Jaguars, including a $30.6 million signing bonus. But because of the way he handled his NIL deals, most of those sponsors just moved with him to Jacksonville.
Look at his Panini America deal. Right before the draft, he signed an exclusive autograph agreement. He talked about how he used to collect those cards as a kid. That’s "human-quality" marketing. It’s not a robotic "buy this product" post. It’s a "dream come true" story that fans actually want to engage with.
What Most People Miss About the Strategy
NIL is messy. It’s "wild west" energy most of the time. But Hunter’s team—led by SMAC and Lil Wayne’s Young Money APAA Sports—was surgical.
They didn't just grab every check. They looked for "brand-role congruence."
- NerdWallet worked because it played into his "smart" image off the field.
- FreeForm Sports gave him a seat on their advisory council to help design 3D-printed equipment.
- Greenwood (a Black-owned digital bank) allowed him to promote "Choosing Black" and financial empowerment.
He wasn't just a face on a billboard. He was an "equity partner" in spirit, if not always in legal fact.
Comparing the "Buffalo Twins"
It’s kinda wild to look back at the Colorado days. Shedeur Sanders and Travis Hunter were the two biggest stars in the country. Shedeur actually had a higher NIL valuation for a while (around $6.2 million) because of the "Quarterback Premium."
But Hunter’s draft stock was higher. While Shedeur’s valuation was tied to his name and position, Hunter’s was tied to his utility. He was a Swiss Army knife. When he won the Heisman in 2024, he became the first two-way player to do it since Charles Woodson. That hardware alone probably added seven figures to his career earnings potential.
🔗 Read more: Marvin Harrison Jr Highlights: Why Most Fans Are Missing the Real Story
Actionable Insights from the Hunter Blueprint
If you’re an athlete, a business owner, or just a fan trying to understand how this new world works, Hunter’s path offers some pretty clear lessons.
First, own your platform. Hunter didn't rely on ESPN to tell his story. He used Twitch and YouTube. By the time a brand like Olipop or Snickers wanted to work with him, they were buying into an audience he already owned.
Second, diversify your "why." Hunter’s deals weren't all about the money. The 7-Eleven deal was charitable. The Greenwood deal was about community. This builds a "3D" brand that is much harder for fans to get bored of.
Finally, leverage your uniqueness. Hunter is a two-way player. He leaned into that "never-rest" persona. Brands love a "high motor" guy because it translates to "hardworking" in the eyes of the consumer.
Hunter didn't just survive the NIL era. He mastered it. He proved that you can be a superstar, a teammate, and a business mogul all at the same time—and still have time to catch a 50-yard touchdown on Saturdays.
To stay ahead of the curve, keep an eye on how Hunter’s Jacksonville-based partnerships evolve. Watch for "TH12" branded apparel lines or signature cleats from Adidas. These are the natural extensions of the groundwork he laid in Boulder. If you're looking to build a brand today, start by identifying your "two-way" equivalent—that unique thing only you do—and document it relentlessly on your own terms.