The Associated Press called asking for my take on a college lineman Jordan Seaton at LSU (Louisiana State University) reportedly earning $4 million a year from a pharmacy chain, a fast food brand, and a personal finance company. This number is certainly staggering given that college players earned nothing at all until 2021 when they were allowed to profit from their Name, Image, and Likeness (NIL).
This deal is being scrutinized because NIL deals are supposed to reflect an athlete’s true promotional value. whereas Seaton as a so-called left tackle hardly is the star of the show. But given that his role as a supporting character is a critical one in protecting the ever-important quarterback, this deal sounds more like it is compensation for him to simply play football, or pay for play.
Jordan Seaton has a relatively speaking modest social media presence and (like most other college athletes), it pales in comparison with former LSU gymnast Livvy Dunne. That being said, I pointed out to AP that it is somewhat of a wild west in terms of pricing NIL deals. There simply is no mature pricing market yet for a 20-year-old amateur athlete’s fame. Compare that to sneakers, where decades of sales data tell you exactly what a shoe is worth.
With NIL, brands and collectives seem to pick a number first to win the open bidding, build the justification for it afterward. It’s a market getting reverse engineered in real time and who knows, perhaps Seaton will collaborate with his endorsers and over time grow into a social media personality to justify the valuation? At least, Seaton’s fast-food deal seems relevant because it’s a Louisiana chain and he plays in Louisiana. That’s a real connection and sometimes organic fit and relevancy beats size of following.
Niklas Myhr, Ph.D., teaches marketing at Chapman University and was quoted in the Associated Press story “A left tackle can make $4M in college football, not the NFL. Is this pay for play?” published August 19, 2026.
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