In a groundbreaking moment for college athletics, Alabama Crimson Tide linebacker Deontae Lawson has signed a historic Name, Image, and Likeness (NIL) deal with Nike, reportedly valued at $160 million, setting a new benchmark for college athletes. The announcement, made on August 2, 2025, via Lawson’s social media and confirmed by sources close to the Alabama football program, marks one of the largest NIL deals in collegiate sports history, redefining the financial landscape for student-athletes.

Lawson, a redshirt senior from Mobile, Alabama, has been a cornerstone of the Crimson Tide defense since becoming a full-time starter in 2023. Known for his versatility, athleticism, and leadership, Lawson recorded 76 tackles, 6.5 tackles for loss, two sacks, an interception, and a forced fumble in the 2024 season before a lower-leg injury cut his campaign short.

Despite the setback, his return to Tuscaloosa for the 2025 season, announced in January, signaled his commitment to furthering his legacy with Alabama and chasing a national championship.

The Nike deal, which sources describe as a multi-year agreement, positions Lawson as the face of the brand’s expanding presence in college football. Unlike previous high-profile NIL deals, such as teammate Ryan Williams’ agreement with Nike or Shedeur Sanders’ earlier contract, Lawson’s $160 million valuation dwarfs existing records, reflecting his marketability and on-field prowess.

“Nike has always been about empowering athletes to inspire the next generation,” Lawson said in a statement. “This partnership is a dream come true, and I’m honored to represent Alabama and Nike on this stage.”

The deal includes exclusive apparel and footwear collaborations, with Lawson set to launch a signature line of athletic gear tailored for young athletes. Additionally, Nike plans to feature Lawson in national advertising campaigns, leveraging his story of resilience—from overcoming injuries to leading Alabama’s defense as a team captain. The partnership also involves community initiatives in Mobile, where Lawson aims to fund youth sports programs, reflecting his commitment to giving back to his hometown.

Lawson’s rise to NIL stardom comes at a time when college athletics is undergoing a seismic shift. Since the NCAA’s 2021 ruling allowing athletes to profit from their name, image, and likeness, top players have secured lucrative endorsements, but none have approached the scale of Lawson’s deal.

Industry experts attribute the unprecedented figure to Lawson’s unique combination of on-field dominance, leadership, and a compelling personal narrative. As a Mobile native who starred at Mobile Christian School, Lawson’s journey resonates with fans and brands alike.

Alabama head coach Kalen DeBoer praised Lawson’s achievement, noting its significance for the program. “Deontae is a leader who embodies the Bama Standard,” DeBoer said. “This deal reflects his impact, not just on the field but as a role model for what’s possible in this new era of college sports.”

Lawson’s teammates, including returning linebacker Justin Jefferson and defensive lineman Tim Keenan III, echoed DeBoer’s sentiments, highlighting Lawson’s role as a vocal leader and defensive signal-caller.

While the $160 million figure has sparked debate about the commercialization of college sports, supporters argue it reflects the market correcting decades of restricted earning potential for athletes. Critics, however, question the sustainability of such deals, pointing to the financial pressures on programs and sponsors. Regardless, Lawson’s agreement sets a new standard, likely influencing future NIL negotiations across the NCAA.

As Alabama prepares for its 2025 season opener against Florida State on August 30, Lawson’s focus remains on leading the Crimson Tide to a national title. With his Nike deal secured, he stands as a trailblazer, proving that college athletes can achieve financial success while pursuing their dreams on the field.