2025 Quarterback Deal: South Carolina gamecocks commits LaNorris Sellers and Cheez-It in a new $275 million double deal 

The 2025 Quarterback Deal: South Carolina Gamecocks Commit LaNorris Sellers and Cheez-It in a $245 Million Partnership

In a groundbreaking move that has sent shockwaves through the college football and endorsement world, LaNorris Sellers, the highly-touted quarterback commit for the South Carolina Gamecocks in the 2025 recruiting class, has entered into a historic $245 million endorsement deal with Cheez-It. The deal, which marks one of the largest athlete sponsorships in recent memory, has made waves for its unprecedented scale, combining a major collegiate player with a beloved snack brand.

A New Era for NIL Deals

Sellers, who has been widely regarded as one of the top quarterbacks in the 2025 recruiting class, has long been on the radar of both college football programs and major brands. The 6’3”, 210-pound dual-threat quarterback out of South Carolina was ranked as a five-star recruit by several recruiting services. His combination of athleticism, arm strength, and leadership skills has drawn comparisons to some of the best quarterbacks to ever play in the SEC. With Sellers poised to join the Gamecocks, a program on the rise, expectations are high not only for his on-field success but also for his impact off the field.

This landmark deal is a direct result of the NCAA’s Name, Image, and Likeness (NIL) regulations, which have opened up new avenues for athletes to capitalize on their fame before they ever take a snap in college. What makes the Sellers-Cheez-It agreement so remarkable, however, is not just its value but the way it symbolizes the increasing intersection between college sports, marketing, and business.

The Deal: Breakdown and Significance

The $245 million deal with Cheez-It is one of the largest for any college athlete and is set to last throughout Sellers’ college career at South Carolina, with the potential for extension as he enters the professional football ranks. The agreement, which includes both cash compensation and a variety of promotional incentives, includes several key components:

1. Upfront Payment: A hefty portion of the deal—over $100 million—will be paid upfront to Sellers as a signing bonus. This money will be used to fund a range of initiatives, from personal development to brand creation, helping Sellers establish his identity both on and off the field.
2. Equity Stake in Cheez-It: A unique feature of the deal is that Sellers will receive an equity stake in Cheez-It, a brand owned by Kellogg’s, allowing him to benefit from the long-term growth of the brand. This innovative structure has raised eyebrows in the business world as it signals a shift towards more collaborative and mutually beneficial athlete-sponsor relationships.

1. Marketing and Endorsements: Sellers will appear in a series of high-profile commercials, print ads, and digital media campaigns. These will include appearances on Cheez-It packaging, a line of LaNorris Sellers-branded Cheez-It snacks, and even a potential video game collaboration.
2. Performance Bonuses: The deal includes performance incentives that tie Sellers’ success on the field to increased compensation. For example, if Sellers leads South Carolina to an SEC Championship or wins the Heisman Trophy, he stands to earn millions more.

Why Cheez-It?

Cheez-It, known for its iconic cheesy snack crackers, has been no stranger to the world of sports marketing. In recent years, the brand has partnered with various professional athletes, most notably in the realms of football and basketball. However, their partnership with LaNorris Sellers marks a clear expansion into the collegiate space. The appeal of a dynamic young quarterback from the SEC is undeniable, and Sellers’ local roots in South Carolina only strengthen the connection between the brand and its fan base.

A key factor in the partnership is the growth of NIL as a driving force in college sports. Cheez-It’s decision to sign a 17-year-old athlete to a massive deal indicates the evolving nature of college sports marketing, where the emphasis is increasingly on building long-term relationships with young stars who can drive consumer interest both now and in the future.

Moreover, the partnership provides Cheez-It with the chance to tap into the massive and highly-engaged college football fan base, including the millions of students, alumni, and families who are already loyal to the Gamecocks and SEC football in general. The deal is expected to increase the visibility of Cheez-It products in college towns across the country, creating a greater emotional connection between the brand and its target audience.

The Impact on College Sports and NIL

Sellers’ deal represents the latest evolution in the rapidly changing NIL landscape. College athletes, particularly football players, are now able to secure endorsement deals that were once reserved only for professional athletes. This development is transforming the college athletics ecosystem, offering athletes unprecedented financial opportunities while raising questions about the future of amateurism in sports.

In addition to Sellers, several high-profile athletes in football, basketball, and other sports have landed multi-million-dollar NIL deals, but none as large as the Cheez-It partnership. The growing influence of NIL money is making college sports more competitive, with schools looking for ways to leverage their players’ name, image, and likeness to attract top-tier talent.

South Carolina, which has been working to enhance its football program under head coach Shane Beamer, stands to benefit from the attention Sellers’ deal will bring to the program. As other recruits see the potential for massive endorsement deals, it may further fuel the growing trend of NIL-driven recruitment.

Conclusion: A Win-Win for Sellers and Cheez-It

The $245 million deal between LaNorris Sellers and Cheez-It has set a new standard for NIL deals and signals a shift in how athletes, sponsors, and colleges will approach the business side of sports. For Sellers, the deal provides not only financial security but also a powerful platform to build his personal brand, while for Cheez-It, the partnership brings the snack brand closer to the heart of college football culture. The deal represents a win for both parties and offers a glimpse into the future of college athletics where the business of sports and the talents of young athletes intersect in ever more lucrative ways.