Beats by Dre has once again made waves in the NIL world, announcing its 2025 Beats Elite Class featuring nine of the most marketable athletes in college football. With this move, the brand continues to solidify its place at the intersection of sports, culture, and lifestyle—choosing athletes who not only shine on Saturdays but also command massive influence across digital platforms.

This roster highlights the growing value of college football players with NIL deals and the broader trend of brands strategically investing in athletes who drive engagement both on and off the field. It’s another prime example of the impact of name image and likeness on college athletics.

The 2025 Beats Elite Lineup

Each player in this year’s Beats class brings a unique mix of on-field talent and digital reach. According to the Out2Win Athlete Intelligence Platform, here’s how the roster measures up:

• Ryan Williams, Alabama (Out2Win Score: 96)
  The most marketable name in this year’s group, Williams has over 1.2 million followers across platforms. His sponsored content engagement rate sits at a strong 13.5%, making him a standout both on the field and in the influencer space.

• Bryce Underwood, Michigan (Out2Win Score: 93)
  With 286.8k total followers and a 9.77% engagement rate, the top quarterback recruit in the country is already proving his value to brands.

• Colin Simmons, Texas (Out2Win Score: 90)
  The defensive star has 173k followers and an impressive 25.8% engagement rate, highlighting his ability to spark conversations online while anchoring the Longhorn defense.

• Nate Frazier, Georgia (Out2Win Score: 82)
  The Bulldogs running back boasts a massive 22.3% total engagement rate, signaling deep audience loyalty despite a smaller following.

• Caleb Downs, Ohio State (Out2Win Score: 82)
  With 231k Instagram followers, Downs combines a growing digital presence with elite production in Columbus.

• Dante Moore, Oregon (Out2Win Score: 82)
  The Ducks quarterback holds a 17.5% engagement rate on Instagram, giving him one of the most active audiences in this class.

• DJ Lagway, Florida (Out2Win Score: 72)
  Already featured in a national T-Mobile campaign, Lagway has 110k Instagram followers and continues to build his NIL portfolio.

• John Mateer, Oklahoma (Out2Win Score: 72)
  With an 18.67% engagement rate, Mateer shows that even with a modest following, strong digital connections matter in NIL strategy.

• LaNorris Sellers, South Carolina (Out2Win Score: 72)
  The Gamecocks QB is one of the most engaging names on the list, with a remarkable 23.92% engagement rate.

Why Beats Chose This Group

This year’s roster reinforces the fact that NIL deals are no longer just about raw follower counts—they’re about authentic influence and brand alignment. Beats tapped athletes who embody confidence, creativity, and individuality, aligning perfectly with the brand’s identity.

The mix of five-star recruits, proven playmakers, and breakout candidates ensures that the Beats brand will be visible across nearly every major college football market in 2025. From Williams’ viral reach to Frazier’s deeply engaged community, each athlete represents a different piece of the NIL puzzle.

What It Means for NIL and Athlete Partnerships

The 2025 Beats class underscores how NIL partnerships are reshaping sports marketing. By targeting high-potential athletes early in their careers, brands like Beats are investing in long-term relationships with players who could soon become household names.

This also reflects the continued rise of athlete brand partnerships as a key part of influencer marketing. For the athletes, it’s not just about free gear—it’s about cultural positioning and access to one of the most iconic lifestyle brands in the world.

As name image likeness college athletics continues to evolve, partnerships like this highlight the dual power of performance and influence. Beats by Dre isn’t just endorsing players—it’s amplifying future stars of the game.