Nike's NIL Surge
Nike Expands Name, Image, and Likeness Deals Across USC, Georgia, and Alabama Programs
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Key Points
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Alabama is described as having the second-most Nike NIL athletes among U.S. programs, behind LSU which is listed as having 11 total, highlighting a sizable NIL footprint for the Crimson Tide entering the 2026 season.
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Alabama added seven Nike NIL signees for 2026: EJ Crowell, Cederian Morgan, Keelon Russell, Dijon Lee Jr., Yhonzae Pierre, Zabien Brown, and Ryan Coleman-Williams; Crowell, Morgan and Pierre are in-state products, with Coleman-Williams from Saraland and on a multi-year Nike deal.
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Georgia’s NIL deals with Nike cover six current players plus five-star commit Jaxon Dollar: Talyn Taylor, Elyiss Williams, Kaiden Prothro, Chris Cole, Ellis Robinson IV, and KJ Bolden, with Dollar signing as a five-star signee after standout performances.
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Dollar’s Nike signing is tied to his standout performances at The Opening Finals, illustrating Nike’s pipeline of signing high school talent from The Opening into its NIL roster.
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USC’s 10-year Nike contract extension introduces the Blue Ribbon Elite Class and a 19-person NIL roster: 11 high school players from Nike’s The Opening and eight college stars (e.g., Colin Simmons, Dante Moore, Kewan Lacy), with Quentin Hale joining Nike Football NIL early as a 2027 four-star commit.
Nike is aggressively expanding its name, image, and likeness (NIL) program across college football's biggest brands. In a wave of announcements, the company added players from USC, Alabama, and Georgia to its growing NIL roster, while also signing high school prospects as young as the class of 2027. Star-Telegram reported that USC and Nike agreed to a new 10-year contract extension as part of the push.
NIL deals allow college and even high school athletes to earn money from their name, image, and likeness. Nike is using these deals to build relationships with top talent early — before they ever play a college game.
USC's 10-Year Nike Deal Launches Blue Ribbon Elite Class
USC and Nike signed a 10-year extension that goes beyond gear. The deal includes new uniforms for men's and women's basketball, updated apparel, and a new NIL program called the Blue Ribbon Elite Class. According to Mod Bee, the partnership focuses on the long-term future of USC's sports programs.
The Blue Ribbon Elite Class includes a 19-person NIL roster. Eleven are high school players selected at Nike's The Opening Finals — a top recruiting showcase event. Eight are current USC college stars, including pass rusher Colin Simmons, quarterback Dante Moore, and wide receiver Kewan Lacy. Four-star 2027 commit Quentin Hale also signed early, making him one of the youngest athletes on Nike's NIL roster.
Alabama Adds Seven Players, Ranks Second in Nike NIL Athletes
Nike added seven Alabama players to its NIL roster for the 2026 season. The new signees are EJ Crowell, Cederian Morgan, Keelon Russell, Dijon Lee Jr., Yhonzae Pierre, Zabien Brown, and Ryan Coleman-Williams. Crowell, Morgan, and Pierre are all in-state recruits. Coleman-Williams, from Saraland, Alabama, landed a multi-year Nike deal.
With these additions, Alabama now ranks second among all U.S. programs in total Nike NIL athletes. Only LSU has more, with 11 athletes on the roster. The Crimson Tide's growing Nike footprint signals how central Alabama is to Nike's college strategy heading into 2026.
Georgia Signs Six Players and Five-Star Commit Jaxon Dollar
Georgia added six current players to its Nike NIL roster: Talyn Taylor, Elyiss Williams, Kaiden Prothro, Chris Cole, Ellis Robinson IV, and KJ Bolden. The Bulldogs also landed five-star recruit Jaxon Dollar, who signed his NIL deal after a standout performance at The Opening Finals. Dollar's signing shows how Nike uses its showcase events as a direct pipeline to NIL deals.
According to Youth Sports Business Report, Nike's largest disclosed prep class to date was announced alongside these college signings. Athletes are selected directly from The Opening Finals. This gives Nike a way to build loyalty with top players from high school all the way through their college careers.
Nike's NIL Strategy: Sign Talent Early, Keep It Long-Term
Nike's NIL push is not just about logo placement. The company is offering performance tools, career development resources, and multi-year contracts to stand out. The multi-year deal given to Ryan Coleman-Williams at Alabama is one example of Nike locking in athletes beyond a single season.
The moves at USC, Alabama, and Georgia reflect a clear pattern. Nike is targeting programs in major conferences, signing both college stars and high school prospects, and using events like The Opening to scout its next class. With LSU already at 11 Nike NIL athletes and Alabama close behind, the SEC looks like the center of Nike's college NIL universe.
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