Shedeur Sanders earned more from NFL Players Association group licensing programs last season than any player in league history, according to a union filing, despite entering the NFL as a fifth-round draft pick after an unexpected slide in the 2025 draft.
The Money Flow
The Cleveland Browns quarterback received $17.7 million through group licensing and player marketing programs, according to the NFLPA annual report filed with the U.S. Department of Labor. The figure surpassed the previous record of $9.5 million set by Tom Brady during the 2021-22 season.
Sanders, whose earnings were reported under his company SS2Legendary LLC, benefited from strong demand for products tied to his arrival in the NFL. Group licensing revenue comes from agreements involving six or more players and includes merchandise such as jerseys, trading cards, video games and collectibles, as well as certain marketing and appearance-related payments.
The licensing windfall contrasts sharply with Sanders’ rookie contract. After being projected by many analysts as a first-round selection, Sanders was chosen 144th overall by Cleveland, reducing the value of his initial NFL deal compared with top draft picks.
The NFLPA report also showed significant growth in leaguewide licensing revenue. Payments from major partners including OneTeam Partners, Fanatics, Panini and Electronic Arts reached $297 million during the fiscal year ended Feb. 28, up 47 percent from $202.6 million a year earlier.
Former Colorado teammate Travis Hunter ranked second among players in licensing earnings at $12.8 million, according to a source familiar with the filings. Kansas City Chiefs quarterback Patrick Mahomes was third at more than $8 million, followed by Carolina Panthers rookie receiver Tetairoa McMillan at $4.5 million and Philadelphia Eagles running back Saquon Barkley at $4.3 million.
Rookies frequently rank near the top of the licensing revenue list because professional merchandise bearing their names and likenesses enters the market for the first time. Three of the top four earners in the latest report were first-year players.
