Shedeur Sanders sets $17.7 million licensing record

Cleveland Browns quarterback Shedeur Sanders earned a record $17.7 million in group licensing income during his rookie season, according to the NFL Players Association’s annual report. The figure nearly doubles the previous single-season record of $9.5 million set by Tom Brady in the 2021-2022 season.

Group licensing income, which encompasses royalties from deals involving six or more players for items like jerseys, trading cards, and video games, does not include individual endorsement contracts. Sanders has separate deals with companies including Gatorade, Delta Airlines, Beats by Dre, and Ralph Lauren. When factoring in those personal endorsements, his total off-field earnings for the season are estimated to be well over $20 million.

This commercial success stands in contrast to Sanders’s on-field role and production in his first year. Selected 144th overall in the fifth round of the 2025 NFL Draft, Sanders signed a four-year rookie contract with an average annual salary of $1.005 million. He began the season as the Browns’ fourth-string quarterback and did not see game action until Week 11. Sanders started the final seven games of the season, compiling a record of 3-4. He...