The role of the NFL quarterback is evolving beyond on-field performance. Caleb Williams and Shedeur Sanders exemplify this shift, arriving in the league not only as talented players but as cultural icons with massive social followings and brand identities. In 2025, quarterbacks are expected to command attention off the field as much as on it, influencing narratives and shaping franchise identities in ways never seen before.
Shedeur Sanders set the tone at the 2025 NFL Combine, boldly declaring,
“If you ain’t trying to change the franchise or the culture, don’t get me,”
—Shedeur Sanders, NFL Combine Press Conference. His statement challenged franchises to accept his transformative vision or decline altogether. This approach had consequences: despite impressive college statistics such as a 71.8% career completion rate and Big 12 Offensive Player of the Year honors, Sanders slipped to the fifth round of the draft where the Cleveland Browns selected him 144th overall, making him their second quarterback choice. This slide raised questions about how NFL teams balance on-field talent against a player‘s celebrity profile.
Parallel Paths: Exploring Caleb Williams’ Rookie Season Experience
Caleb Williams entered the NFL with similar characteristics as a dual-threat quarterback and a well-developed personal brand. Selected first overall by the Chicago Bears in 2024, Williams carried the aura of a superstar with fashion statements and social media influence that extended his reach well beyond the field. Early in the season, he appeared on track to quiet critics with a 5-2 record. However, a dramatic loss following a last-second Hail Mary pass allowed Jayden Daniels, a more conventional and understated second overall pick, to claim early success by leading Washington Commanders to an <a href="https://www.buzzineintl.com/category/football/nfl/nfc/”>NFC Championship appearance and securing Offensive Rookie of the Year honors.
Meanwhile, Williams’ Bears ended the season at 4-12. As his celebrity status became both a boost and a source of scrutiny, NFL decision-makers had to reassess how media attention affects quarterback development. The contrast between Daniels and Williams fueled debate on whether a quieter presence might better serve teams than the noise generated by highly publicized rookies. Could this be a factor explaining Sanders’ draft-day fall?
The College Quarterback Superstar Precedent and Its Modern Evolution
To understand Williams and Sanders’ current impact, it is helpful to revisit historic precedents like Johnny Manziel, the first freshman to win the Heisman Trophy. Drafted by the Cleveland Browns in the first round, Manziel’s career was curtailed by off-field controversies, including a suspension linked to monetizing autographs during his college years. Today, such earnings would be far more substantial and legitimate through NIL (Name, Image, and Likeness) deals, which did not exist during Manziel’s time.
Manziel’s 2012 upset over Nick Saban’s Alabama team at Texas A&M catalyzed increased donations to the university and energized the program financially. Yet, Manziel’s subsequent NFL tenure faded compared to the financial and cultural capital that contemporary college football stars accumulate. Players like Duke’s Darian Mensah, Bryce Underwood, and Arch Manning have reportedly received multi-million-dollar NIL contracts, overshadowing some NFL salaries for rookies. This trend reflects how NIL rights, triggered by the 2021 Supreme Court ruling, have fundamentally altered the economics and dynamics of college football.
Travis Hunter: The Two-Way Phenomenon and Institutional Impact
Travis Hunter of Colorado exemplifies the new superstar athlete model. Following Deion Sanders from Jackson State to Colorado, Hunter dominated by playing both offense and defense superbly, setting records and winning prestigious awards like the Chuck Bednarik and Fred Biletnikoff Awards in the same year while also placing in Heisman considerations. His college NIL deals reportedly exceeded $3 million from brands like Celsius and American Eagle, but his value to the university extended beyond personal income; Hunter’s presence helped Colorado attract over $28 million in donations and achieve top streaming status in college football during the 2023 season.
The Jacksonville Jaguars’ aggressive 2025 draft move to select Hunter second overall underlines the NFL’s recognition of the commercial potential attached to such players. Despite initial reservations about his dual-role in the pros, Hunter is receiving significant reps at both positions, further underscoring how singular talents are reshaping football’s traditional frameworks.
How Shedeur Sanders and Caleb Williams Are Shaping NFL Player Leverage and Contracts
Contracts and player negotiations in the NFL have also started reflecting this shift in player value and power. Unprecedented fully guaranteed second-round contracts, as given by franchises such as the Houston Texans and Cleveland Browns, indicate a growing willingness to meet elevated player demands. One notable example is the No. 34 pick Jayden Higgins receiving full guarantees shortly after the draft, prompting others like Carson Schwesinger, Tyler Shough, and Shemar Stewart to seek the same treatment.
Both Shedeur Sanders and Caleb Williams personify this new paradigm. Shedeur’s rise was amplified by following his father Deion Sanders from an HBCU program at Jackson State to a Power Five conference with Colorado, where he set passing records and accumulated impressive stats: 7,364 yards, 64 touchdowns, and a 71.8% career completion rate. Off the field, his $4.8 million NIL valuation included deals with major brands, but critics questioned whether his celebrity distracted from team cohesion. Nonetheless, his jersey ranks 14th on NFL merchandise sales, pulling in around $14 million before playing an NFL snap.
The Browns’ current quarterback dilemma—with Shedeur competing against Joe Flacco, Kenny Pickett, and Dillon Gabriel—has intensified scrutiny on how franchises manage players with strong brand profiles. Balancing fan pressure to start a popular player with on-field performance expectations will test coaching staff leadership, especially as these young stars enter their rookie seasons.
Caleb Williams’ Transition from College Superstar to NFL Leader
Caleb Williams’ trajectory began as a top high school recruit and No. 1 dual-threat quarterback nationally in 2020. After a standout freshman season at Oklahoma, which included a remarkable comeback in the Red River Rivalry, he transferred to USC following coach Lincoln Riley. There, Williams exploded statistically, throwing for over 4,500 yards and winning the Heisman Trophy while carefully cultivating a Hollywood-inspired persona with painted nails and designer fashions. These choices earned both brand partnerships and criticism.
Williams amassed an estimated $8 to $10 million in NIL earnings, making him the highest-earning athlete in that regard. However, USC’s late-season defensive vulnerabilities contributed to frustrating back-to-back collapses in 2022 and 2023. Still, Williams maintained elite passing numbers with a 66.9% completion rate and limited interceptions. He also attempted to formalize himself as a brand by structuring his rookie NFL contract through an LLC.
At Chicago, Williams faced challenges under head coach Matt Eberflus’s system, combining a record-setting rookie passing streak without interceptions with a 5-12 team performance marked by conservative play. The Bears’ recent offseason moves to surround him with receiving targets and bolster the offensive line demonstrate their commitment to making Williams the franchise cornerstone, though the risk of overexposure or mismanagement remains.
The Lasting Effect of NIL and the Rise of the Superstar Quarterback
Williams and Sanders currently stand out as examples of a broader transformation in football, where quarterbacks are transplanted from collegiate celebrity status directly into NFL franchises as established brands. The NIL ruling has fueled a marketplace where athletes arrive at the professional level with considerable marketing power, making them stakeholders in business conversations beyond playbooks. Teams increasingly employ PR experts and NIL consultants to manage these complexities alongside traditional coaching responsibilities.
This new duality—empowerment matched with potential distractions—is reshaping team-building strategies and player expectations. Shedeur’s off-field antics and confidence, while drawing attention and sponsorships, also remind many of cautionary tales like Johnny Manziel’s, where persona overshadowed performance. Meanwhile, Williams’ strategy of merging entertainment with athletics could signal a prototype for future franchises investing not only in talent but star power.
The NFL’s adaptation to this new reality is ongoing. As rookie contracts reflect brand influence and media focus intensifies, the quarterback position might be redefined beyond athletic prowess toward becoming a cultural and commercial icon. Caleb Williams’ NFL superstar evolution is a case study in this transition, while Shedeur Sanders’ path hints at how strong branding can influence market value and team dynamics.
The question remains: is this the future of NFL success, or simply a heightened hype cycle? For now, Williams and Sanders are leading a shift that intertwines talent, celebrity, and business, forging a new prototype for the 21st-century NFL quarterback.
Our Reader’s Queries
Q. Was Caleb Williams number 13?
A. He was one of six quarterbacks picked in the first round, matching the 1983 draft record for the highest number in NFL history. Williams chose the number 18 for his NFL jersey because Keenan Allen already had his college number 13. This decision was announced within 30 minutes after he was drafted.