Shedeur Sanders Unlocks a Record-Setting Licensing Payday

Shedeur Sanders eclipsed the prior licensing earnings record by posting $17.7 million in NFLPA group licensing income for the season, topping Tom Brady’s 2021 mark. When personal endorsements are included, his off-field earnings likely exceed $20 million, underscoring the booming market for player-branded deals. The NFLPA’s group licensing revenue surged to $297 million, driven by partnerships with OneTeam Partners, Panini, EA, and others. Top earners included Travis Hunter ($12.8M via TIPENTERPRISE), Patrick Mahomes (about $8M via 2PM), Tetairoa McMillan ($4.5M), and Saquon Barkley ($4.3M).