Kansas State quarterback Avery Johnson has swiftly established himself as one of the most marketable student-athletes in college football, thanks to his impressive performance on the field and his savvy approach to navigating the ever-growing world of Name, Image, and Likeness (NIL) deals. Johnson, a rising star for the Wildcats, has recently added another NIL deal to his growing portfolio, further cementing his status as a standout both on and off the field. His ability to leverage his athletic prowess for financial opportunities speaks to the evolution of college athletics, where athletes can now capitalize on their personal brands while still in school.
### A Star in the Making
Avery Johnson’s journey to prominence began in high school, where he was a standout quarterback. He played at Maize High School in Kansas, where he consistently demonstrated his dual-threat capabilities, both as a passer and a rusher. This made him one of the top quarterback recruits in the nation, ultimately leading him to commit to Kansas State University. His first season as the Wildcats’ starting quarterback was marked by impressive performances, showcasing his dual-threat abilities in several games. Johnson’s ability to not only throw the ball but also make plays with his legs has made him one of the most exciting quarterbacks in college football.
In his freshman season, Johnson played in eight games, proving that he was more than capable of handling the pressure of a major program. His MVP performance in the Pop-Tarts Bowl against NC State was particularly notable. In that game, Johnson threw for 178 yards and two touchdowns, while also rushing for 71 yards and a touchdown. His performance earned him widespread recognition and helped increase his national profile, which in turn boosted his marketability for NIL deals.
### The Rise of NIL and Avery Johnson
The introduction of NIL rights to college athletes in 2021 allowed student-athletes like Johnson to benefit financially from their name, image, and likeness. Johnson, recognizing the opportunity, began securing NIL deals early on in his college career. His approach to these partnerships has been strategic, aligning himself with brands that not only match his values but also complement his growing presence as a college football star.
In 2023, Johnson signed a deal with Robbins Motor Company, a local car dealership, which kicked off his NIL career. The partnership provided Johnson with a vehicle, specifically a Dodge Charger, as part of the deal. This arrangement was significant, as it allowed Johnson to gain exposure locally while also benefiting from the financial support and endorsement of a reputable brand. Robbins Motor Company’s partnership with Johnson showcased the potential for local businesses to leverage the rising popularity of college athletes and benefit from their increasing influence.
### Expanding the Portfolio
As Johnson’s profile continued to grow, so did his NIL opportunities. In the summer of 2023, he secured another significant deal with Long McArthur Luxury, a dealership known for its high-end, pre-owned vehicles. Johnson became the face of a unique, custom lavender-colored Corvette, which became a major talking point in the Kansas State community. The partnership was well-received, not only because of the unique vehicle but also due to the personalized nature of the deal. Johnson’s ability to work with such a high-end brand further solidified his status as a premier NIL athlete.
In addition to these local partnerships, Johnson also teamed up with Wildcat NIL, a collective aimed at helping Kansas State athletes monetize their name, image, and likeness. This collaboration allowed Johnson to expand his reach within the Kansas State community and provided him with additional support in managing his NIL activities.
One of the most significant milestones in Johnson’s NIL journey came in early 2024 when he landed a deal with WTC Fiber, Kansas’ largest internet service provider. This national-level partnership provided Johnson with even greater visibility and helped expand his presence outside the local Kansas State market. It also signaled his growing influence in the college football landscape, as he was now aligning with companies that had a broader reach.
### National Recognition and the EA Sports Partnership
Johnson’s growing reputation didn’t stop at regional or state-level deals. In a major milestone for college athletes across the country, Johnson was also featured in the upcoming EA Sports video game, “College Football 25.” This deal, which is expected to bring significant exposure, highlights the increasing importance of NIL deals for athletes who play major roles in the collegiate sports landscape.
The inclusion of Johnson in the EA Sports game is a testament to his ability to cross over into mainstream media and entertainment, making him one of the most marketable players in college football. Being featured in a video game, especially one with the legacy of the EA Sports College Football series, positions Johnson as a player with national recognition, making his NIL deals even more lucrative and influential.
### Financial Growth
As Johnson’s performances on the field and his NIL portfolio continued to grow, so did the financial value of his brand. Early in 2024, Johnson’s NIL valuation was estimated at around $237,000. By mid-2024, that number had soared to $731,000, making him one of the top earners in the Big 12 conference. As of early 2025, his NIL valuation had reached an impressive $1.8 million. This rapid growth speaks to Johnson’s ability to effectively capitalize on his on-field success and his marketable personality.
### The Future of NIL and Avery Johnson
Johnson’s success in the NIL space not only demonstrates the financial benefits available to college athletes but also reflects a larger shift in the landscape of college athletics. The ability to earn money through NIL deals is changing the way athletes view their college careers, allowing them to secure financial stability while still pursuing their dreams of playing at the highest level.
As Johnson continues to develop as a quarterback and leader for Kansas State, it is clear that his NIL portfolio will only expand further. His ability to attract high-profile deals, align with prominent brands, and use his personal brand to its fullest potential sets an example for future student-athletes looking to make the most of their time in college sports.
In conclusion, Avery Johnson’s rise in both college football and the NIL world is a testament to the new era of college athletics. His growing portfolio of NIL deals is not just a result of his athletic performance but also his understanding of personal branding and strategic partnerships. As his career continues to unfold, it will be exciting to see just how far he can take his NIL journey, both on the field and off.
