NFLPA Licensing Revenue Surges as Sanders Sets Record
The Cleveland Browns’ fifth-round pick leads a 47% increase in group licensing income, driven by collectibles and digital partnerships.
Cleveland Browns quarterback Shedeur Sanders has established a new benchmark for NFL Players Association group licensing income, earning $17.7 million during the 2024-2025 season. According to the union’s annual report filed with the Department of Labor, this figure surpasses the previous record of $9.5 million set by Tom Brady in the 2021-2022 season. The earnings, reported under Sanders’ limited liability corporation SS2Legendary, stem from royalties on jerseys, trading cards, and video games, alongside marketing income from appearances.
The financial success stands in stark contrast to Sanders’ draft status. Selected in the fifth round (144th overall) of the 2025 NFL Draft, he forwent a guaranteed rookie contract and a contract agent, settling for a slotted average annual salary of $1.005 million. Despite this modest base pay, the heavily hyped player’s off-the-field earnings likely exceeded $20 million when individual endorsement deals with brands such as Gatorade, Delta Airlines, Beats by Dre, and Ralph Lauren are included.
The NFLPA’s broader financial data reveals a significant expansion in the collective bargaining unit’s revenue streams. Group licensing revenue surged 47% year-on-year, reaching $297 million in the 12 months ended February 28. This growth was largely driven by major partners including OneTeam Partners, Fanatics, Panini, and Electronic Arts, with Panini alone contributing $93 million, a substantial rise from $39.6 million the previous year.
Sanders’ position at the top of the leaderboard highlights a trend where rookies often dominate initial licensing earnings due to the introduction of official team items bearing their names. Last season, three of the top four earners were rookies. Travis Hunter, Sanders’ former University of Colorado teammate, ranked second with $12.8 million via his LLC, TIPENTERPRISE LLC. Patrick Mahomes followed in third with over $8 million through his LLC, 2PM, marking a significant increase from $1.9 million in the prior year.
Other notable earners included Carolina Panthers wide receiver Tetairoa McMillan, who ranked fourth with $4.5 million, and Philadelphia Eagles running back Saquon Barkley, who took fifth place with $4.3 million. The NFLPA notes that these figures reflect cash accounting, meaning they represent payments actually received by the end of the fiscal year rather than contracted accruals. The Browns did not respond to requests for comment regarding Sanders’ financial disclosures.
