ARLINGTON, TEXAS - JANUARY 10: Arch Manning #16 of the Texas Longhorns warms up before the Goodyear Cotton Bowl against the Ohio State Buckeyes at AT&T Stadium on January 10, 2025 in Arlington, Texas. (Sam Hodde/Getty Images)

The most-talked about Texas football star, hailing from a family of NFL greats, is gearing up to lead the Longhorns solo this season. Arch Manning will take over as Texas' starting quarterback this fall, but until then the sophomore remains the highest paid NIL college athlete in the U.S.

The Heisman Trophy contender's name, image and likeness (NIL) valuation has more than doubled since last year, currently standing at $6.8 million, according to On3's NIL deal tracker. Manning's used to being in this position. In 2024, Texas' then starting quarterback Quinn Ewers made $1.4 million less in NIL deals than Manning, who at the time was his backup.

(L-R) Archie Manning, Arch Manning and Cooper Manning work a Pre-Manning Passing Academy "Shift" at Raising Cane's Thibodeaux, Louisiana on June 26, 2025 in New Orleans, Louisiana. (Kaitlyn Morris/Getty Images for Raising Cane's)

Despite only playing a handful of games last season, it clearly pays more to have Manning's famous family ties, especially as the price continues to go up for the new face of Texas football. Manning's $6.8 million NIL valuation is a $3.7 million increase from last year's $3.1 million earnings, per On3.

Since 2023, he's signed partnerships with big brands like Panini America, Raising Cane's, Uber and more. Originally from New Orleans, Manning is the son of Fox Sports host Cooper Manning, the grandson of former NFL quarterback Archie Manning and the nephew of Super Bowl-winning QBs Peyton and Eli Manning.

Arch Manning #16 and Quinn Ewers #3 of the Texas Longhorns prior to the Goodyear Cotton Bowl against the Ohio State Buckeyes at AT&T Stadium on January 10, 2025 in Arlington, Texas. (CFP/Getty Images)

The former five-star high school recruit committed to the Texas Longhorns in 2023 and has since appeared in 12 games. Manning made his first start for the Longhorns on September 21, 2024 against Louisiana-Monroe following an injury to Ewers.

Although Ewers helped Texas make it all the way to the College Football Playoff semifinals in 2024, the Longhorns fell short against the Ohio State Buckeyes. Ewers was drafted to the Miami Dolphins in April, passing the torch to Manning to lead Texas, which was recently chosen as the preseason pick to win the SEC.