A player who still hasn't played in an NFL regular-season game led the league in licensing royalties for the 2024 campaign.
Minnesota Vikings quarterback J.J. McCarthy, who was drafted out of Michigan with the 10th pick in the 2024 NFL Draft but sustained a torn meniscus in the preseason, topped the list last season.
Even still, his business venture, NewberryRaised LLC, was paid more than $4 million by the NFL Players Association, according to Department of Labor filings.
The report doesn't break down what McCarthy specifically got paid for — he ranked 48th in licensed product sales, according to the numbers released by the union last week. However, given the timing of his payments — he received more than $1 million the day he was drafted — two marketing agents say it appears as though much of that money came from trading cards.
Rookie quarterbacks McCarthy, Jayden Daniels and Michael Penix Jr. signed deals with Panini.
McCarthy surprisingly beat out Kansas City Chiefs tight end Travis Kelce, whose royalties were undoubtedly boosted by his relationship with megastar Taylor Swift.
Los Angeles Chargers quarterback Justin Herbert and Buffalo Bills quarterback Josh Allen finished third and fifth, respectively, while Peyton Manning's $2.2 million placed him in fourth, leading all retired players.
Only two other retired players, Manning's brother, Eli, and former New England Patriots tight end Rob Gronkowski, made the top 25 highest-paid list. The list features all the players who made more than $1 million.
Tom Brady, who in his final season two years ago earned a record $6.8 million in royalties, finished at $549,642.
Quarterbacks dominated the royalties list (14 of the 25 spots) and the Chiefs were the only team with two players on the list — Kelce and Patrick Mahomes (who came in seventh with $1.88 million in licensing royalties.)
Mahomes, coming off back-to-back Super Bowl titles, led the league in royalties from the 2023 season with $3.6 million. Interestingly, despite a Super Bowl year, Jalen Hurts' licensing dollars fell from $2.6 million to $1.4 million.
The lack of another Eagles player in the top 25 is curious. Saquon Barkley led the league in licensed product sales, but only was paid $607,210 in royalties, a drop of $267,933 from last year.
There are many mysteries to the list, since many players are listed by the affiliated corporation that receives the licensing dollars. Noticeably missing from the top of the rankings is Daniels, who was named Offensive Rookie of the Year in his first season with the Washington Commanders.
Dallas Cowboys quarterback Dak Prescott, who finished eight last year with $2 million in royalties, did not make the top 25 this season. Prescott played only eight games last season due to a season-ending hamstring injury.
Marvin Harrison Jr., who was battling in a lawsuit with Fanatics and did not sign the group licensing agreement until March 2025, only pulled in $12,011.
Top 25 Licensing Royalties List
- J.J. McCarthy, $4,006,702
- Travis Kelce, $3,246,875
- Justin Herbert, $2,548,763
- Peyton Manning, $2,200,000
- Josh Allen, $2,057,052
- Christian McCaffrey, $1,958,780
- Patrick Mahomes, $1,887,509
- Justin Jefferson, $1,690,561
- Brock Purdy, $1,667,463
- Trevor Lawrence, $1,643,718
- Eli Manning, $1,610,041
- George Kittle, $1,480,955
- Joe Burrow, $1,419,168
- Rob Gronkowski, $1,285,754
- Tua Tagovailoa, $1,278,365
- Puka Nacua, $1,238,962
- Aaron Rodgers, $1,194,344
- Micah Parsons, $1,177,231
- Aman-Ra St. Brown, $1,156,605
- Jalen Hurts, $1,141,622
- Brian Thomas Jr. ,$1,132,885
- Michael Penix Jr., $1,021,339
- Jason Kelce, $990,060
- Ceedee Lamb, $982,843
- Russell Wilson, $975,778
Darren Rovell is the founder of cllct and one of the country's leading reporters on the collectibles market. He previously worked for ESPN, CNBC and The Action Network.
Matt Liberman is a reporter and video producer for cllct.