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USC’s Caleb Williams lands NIL deal that takes his brand to new heights

Caleb Williams
Photo credit: USC Athletics

USC quarterback Caleb Williams is entering his final college football season and has become one the biggest NIL earners in all of college sports. His latest deal, a year-long campaign with United Airlines, puts him on a level with some of the biggest athlete endorsers in the sports world.

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United Airlines announced that this college football season, the company is adding 127 new, nonstop flights to 30 of the biggest college football games this season. This program adds more than 15 new destinations to United’s offerings, including smaller college towns such as Columbus, Ohio (home of Ohio State), Fayetteville, Arkansas (University of Arkansas), and South Bend, Indiana (Notre Dame).

And who better to promote these new flights than the best QB in college football, Caleb Williams?

United and Williams struck up an agreement for the Trojans signal-caller “to hype up college football fans in United’s advertising and social media. [And] appear in a variety of United advertising and social media spots during the season as well as post to his own account,” per the United Airlines press release.

“There’s nothing like the energy you get from seeing the fans in stands and hearing them cheer you on during a big rivalry game, whether that’s at home or on the road,” Williams said of his new partnership. “I’m excited to collaborate with United Airlines to help spread the news of these special college football flights so fans from all over the country can experience that energy first-hand.”  

RELATED: Caleb Williams becomes first college athlete a part of PlayStation’s Playmaker program

This is Williams’ highest-profile deal to date. The USC QB also has deals with companies like Beats by Dre, PlayStation, and Neutrogena. 

He has the second-highest NIL value in college football, only behind Texas QB Arch Manning, and the fourth-biggest NIL athlete overall, behind Manning, LSU gymnast Livvy Dunne, and incoming USC basketball star Bronny James.