Shedeur Sanders, Travis Hunter Flex NFL Brand Power as League's Top Licensing Earners

Former Jackson State stars Shedeur Sanders and Travis Hunter finished their rookie seasons as the two highest earners in NFL player licensing, a distinction that underscores the commercial reach of Deion Sanders’ HBCU-NFL pipeline.

Sanders generated a record $17.7 million in NFLPA group licensing and marketing income in 2025, eclipsing Tom Brady’s $9.5 million single-season mark, with Hunter second at $12.8 million, HBCU Legends reported in May. On the NFLPA’s Top 50 Player Sales List -- a separate measure tracking retail sales of officially licensed player merchandise rather than income -- Sanders ranked No. 31 and Hunter No. 42 for the period spanning March 1, 2025, to Feb. 28, 2026.

Shedeur Sanders, Travis Hunter Flex NFL Brand Power as League's Top Licensing Earners | HBCU

The list draws on data from more than 85 NFLPA licensees and tracks jerseys, apparel, bobbleheads, wall decals, collectible items, and other retail products associated with a specific player.

This past season, total retail sales of officially licensed player items reached $1.9 billion, with Buffalo Bills quarterback Josh Allen receiving top billing as the NFL’s leading player. Joining Allen in the Top 10 were Drake Maye, Saquon Barkley, Jaxon Smith-Njigba, Jayden Daniels, Patrick Mahomes, Jalen Hurts, Caleb Williams, Jordan Love and Micah Parsons.

Rounding out the Top 20 were Bo Nix, Christian McCaffrey, Justin Jefferson, Aidan Hutchinson, T.J. Watt, Jahmyr Gibbs, Amon-Ra St. Brown, Brock Purdy, Lamar Jackson, and C.J. Stroud.

“Fans have more choices than ever when it comes to the players they follow and support, and the Year-End Top 50 gives us a real look at who they’re showing up for,” Matt Curtin, president of NFL Players Inc., said in a prepared statement. “This isn’t just about jerseys. It’s about the products fans choose to buy, collect, wear, and display every day. The rankings help show which players are breaking through, building strong connections with fans, and driving demand throughout the licensed products business.”

Travis Hunter and Shedeur Sanders at 2022 SWAC Media Day; Birmingham, Alabama, Birmingham Sheraton Hotel | Credit: Kyle T. Mosley, HBCU Legends

Here's the Top 50 NFL Player Sales List (March 1, 2025 – February 28, 2026)

Josh Allen, Buffalo Bills
Drake Maye, New England Patriots
Saquon Barkley, Philadelphia Eagles
Jaxon Smith-Njigba, Seattle Seahawks
Jayden Daniels, Washington Commanders
Patrick Mahomes, Kansas City Chiefs
Jalen Hurts, Philadelphia Eagles
Caleb Williams, Chicago Bears
Jordan Love, Green Bay Packers
Micah Parsons, Green Bay Packers
Bo Nix, Denver Broncos
Christian McCaffrey, San Francisco 49ers
Justin Jefferson, Minnesota Vikings
Aidan Hutchinson, Detroit Lions
T.J. Watt, Pittsburgh Steelers
Jahmyr Gibbs, Detroit Lions
Amon-Ra St. Brown, Detroit Lions
Brock Purdy, San Francisco 49ers
Lamar Jackson, Baltimore Ravens
C.J. Stroud, Houston Texans
CeeDee Lamb, Dallas Cowboys
Cooper DeJean, Philadelphia Eagles
George Kittle, San Francisco 49ers
Puka Nacua, Los Angeles Rams
Fred Warner, San Francisco 49ers
Joe Burrow, Cincinnati Bengals
Jaxson Dart, New York Giants
Baker Mayfield, Tampa Bay Buccaneers
Travis Kelce, Kansas City Chiefs
Maxx Crosby, Las Vegas Raiders
Shedeur Sanders, Cleveland Browns
Justin Herbert, Los Angeles Chargers
Patrick Surtain II, Denver Broncos
Ashton Jeanty, Las Vegas Raiders
Cam Skattebo, New York Giants
Jared Goff, Detroit Lions
Cam Ward, Tennessee Titans
Malik Nabers, New York Giants
Tyreek Hill, Miami Dolphins
Mike Evans, Tampa Bay Buccaneers
Cooper Kupp, Seattle Seahawks
Travis Hunter, Jacksonville Jaguars
DK Metcalf, Pittsburgh Steelers
Aaron Rodgers, Pittsburgh Steelers
Ja'Marr Chase, Cincinnati Bengals
Derrick Henry, Baltimore Ravens
Bijan Robinson, Atlanta Falcons
Nick Bosa, San Francisco 49ers
Sam Darnold, Seattle Seahawks
A.J. Brown, Philadelphia Eagles

Sanders and Hunter were among the five rookies from the NFLPA Rising Stars to garner a spot in the Top 50.

Sophomore NFL Seasons

Both Sanders and Hunter had to overcome turmoil during their rookie NFL seasons. Travis Hunter will return from season-ending injury in 2025 to primarily play at cornerback for the Jacksonville Jaguars this season. Shedeur Sanders is competing against Deshaun Watson and Dillon Gabriel for the starting quarterback position with the Cleveland Browns.

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