SEC freshman surprises mom with luxury car using NIL deal

It’s not just about the car. It’s about the journey behind it.

Russell, ranked the No. 2 overall player in the 2025 class by the On3 Industry Ranking, has already made major waves in the Name, Image and Likeness (NIL) landscape. His current On3 NIL Valuation sits at a staggering $1.3 million, making him the second-highest valued freshman in college football—trailing only Michigan’s Bryce Underwood.

Russell spoke with On3 during the Super Bowl in February stating, “Understand that your profile is your profile. Understand that your name is your name. Building that is the most successful thing that you can do, especially with how the NIL space is getting bigger. The performance of the platforms is getting way more advanced.”

And he’s using that platform to invest in those who invested in him first.

The car gift is just the beginning. Russell, repped by Team IFA and partnered with Panini America, has quickly become one of the most marketable young names in the sport. Still, he’s not letting NIL hype distract him from his primary goal: winning the quarterback battle at Alabama. Competing alongside Ty Simpson and Austin Mack, Russell is looking to make his case during summer workouts and fall camp under new head coach Kalen DeBoer.

With talent, maturity, and a business-savvy approach, Russell is redefining what it means to be a student-athlete in 2025.

The message is clear: NIL isn’t just about dollars—it’s about impact. And Keelon Russell is leading with both purpose and poise.