Credit: Nelson Chenault-Imagn Images
By Chris Marler
This is year four of the transfer portal and NIL’s new coexistence in the world of college football. It is also the fourth consecutive year that we’ve seen the price for players skyrocket. Again.
The market price for players and certain positions has been reset once again in 2026, and the price tags are at an all-time high. Maybe that shouldn’t have been a surprise. College football has become exhibit A for there’s always money somewhere and there’s always someone dumb or desperate enough to pay it. What is shocking though is the lack of surprise at some of the numbers. More than that, the willingness to pay some of these seven figure deals has turned into eagerness, and a new status quo may just be here in the sport.
Take for instance, former Alabama quarterback Ty Simpson. Simpson was a former five star recruit, and despite being in college for four years, only started one season. He decided to turn pro a week before the NFL Draft deadline. Thanks to Carson Beck’s decision a year ago though, schools have not stopped their pursuit of him. Last season Beck decided to enter the draft and leave Georgia, but he instead ended up taking his name out of the draft and transferring to Miami where he received an NIL package of nearly $4 million. That was nearly a $2.5 million increase from his deal at Georgia.
Simpson is seeing a similar pursuit now. It was reported on Sunday that Simpson was offered packages from other Power 4 schools in the range of $4 to $6.5 million. Three schools in the SEC alone offered him $4 million or more with one unnamed school offering what would be the largest one year deal in the NIL era at $6.5 million.
Miami offered Alabama QB Ty Simpson $6.5M to transfer. Tennessee and Ole Miss offered $4M.
Simpson is still expected to go pro. Are QB contracts in college out of control? @tuscaloosanews pic.twitter.com/c8lF9hHsUV
— 680 The Fan (@680TheFan) January 12, 2026
Just two years ago, Nebraska head coach Matt Rhule pointed out how expensive a starting quarterback from the portal would be. It felt shocking at the time when he mic dropped the information. Rhule said the going rate then was $1 to $1.5 million for a quarterback. It was shocking then. It’s a steal now.
Matt Rhule: “A good QB in the portal costs $1 million, $1.5, 2 million” in NIL.
— Sam McKewon (@swmckewonOWH) November 29, 2023
The same thing is happening at other positions across the board. I spoke to someone at South Carolina last season who informed me that EDGE Dylan Stewart received a $1.5 million deal to stay at South Carolina for his sophomore season. One offseason later that number increased to in the $2 million range from other schools pursuing him in this portal cycle.
The wide receiver position has seen the second highest increase besides quarterback. Last season Cam Coleman and Eric Singleton Jr each received NIL packages of $1 million from Auburn. On Sunday, Coleman committed to Texas a day after Singleton committed to Florida. While the details of Singleton’s package haven’t been released, Coleman is expected to receive between $3.5 to $4 million. That’s a 250 percent increase for a player with unlimited potential but seemingly low production so far in his college career.
Former Auburn WR Cam Coleman has committed to Texas, he announced
🤘 1,323 Yards & 13 Touchdowns Across Two Seasons at Auburn pic.twitter.com/enG2KwVJ3h
— PFF College (@PFF_College) January 11, 2026
The same thing is happening for elite players in the portal at several positions. It’s not going to stop any time soon either. The question is when will the bubble burst. Or will it at all.
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