NIL valuation is the estimation of how much a specific college sports players Name, Image, and Likeness (NIL) is worth at a given point in time. It estimates the monetary value of a sports players success in their respective sport, popularity, recognizability, and followers on various social media platforms. NIL valuations are meant to act as a guidebook for how lucrative an athletes following, performance, and popularity directly influence their NIL value, or the potential ROI both brands could see from working with an athlete, and an athlete should see from working with a brand. The most widely-known of these NIL valuations is posted and updated by On3, which sets annual NIL valuations for both high school and college athletes based on a proprietary algorithm that takes into account millions of data points on performance, influence, and exposure to present market value in real-time.