LaNorris Sellers Signed Endorsement Deal With Midas
The South Carolina quarterback has expanded his brand portfolio with a new partnership with the auto repair chain.
Updated on Sept. 22, 2026 in Football
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South Carolina quarterback LaNorris Sellers has signed a name, image, and likeness (NIL) endorsement deal with Midas. The partnership was officially announced through a paid social media post.
Why it matters
The deal marks the latest addition to the quarterback's growing portfolio, which currently carries an estimated NIL value of $2 million. Sellers has maintained a professional relationship with the auto chain since 2025.
Sellers holds a current estimated NIL value of $2 million, standing alongside his $5 million cash and $70 million product contract with Nike. His on-field performance includes 282 passing yards and two touchdowns across 40 pass attempts.
The players
LaNorris Sellers
He is the starting quarterback for the University of South Carolina football team.
Midas
This is an international auto repair company that provides maintenance and tire services.
Nike
This global athletic footwear and apparel corporation maintains a 10-year contract with South Carolina.
Dick Dyer and Associates
This automotive group provided the quarterback with a Mercedes-Benz G63 vehicle.
The details
Sellers announced the partnership via Instagram, appearing in a company jersey to promote the brand. This collaboration builds on his prior work with the company, including a tire replacement campaign conducted in late 2025.
Timeline
January 2025: Sellers first promoted Midas on X.
December 2025: Sellers promoted a Midas community tire campaign.
June 2026: Sellers signed an NIL deal with Nike.
September 2026: Sellers signed a new NIL deal with Midas.
September 26, 2026: South Carolina plays Alabama at 7 p.m. ET.
The Big Picture
This NIL endorsement follows the pattern set by the NCAA NIL policy framework, which fundamentally shifted collegiate athletics by enabling athletes to secure commercial partnerships. It underscores the modern transition of star college players into high-value marketing assets.
Sellers currently holds two touchdowns and 282 passing yards as the team navigates a stretch involving six consecutive losses in SEC play. His off-field branding success contrasts with the team's ongoing struggle to regain competitive momentum this season.
The takeaway
The expansion of NIL portfolios for high-profile athletes reflects the increasingly professionalized nature of the college football landscape. Fans should anticipate more player-brand partnerships as individual market values continue to evolve throughout the season.
What happens next
South Carolina is scheduled to play Alabama on September 26, 2026, at 7 p.m. ET.
Further reading
For more updates on collegiate team developments, visit Columbia Football.
Source note: This article includes information reported by Sports Illustrated.
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