Sanders is listed under the name of his limited liability corporation, SS2Legendary, which is also his Instagram handle. By comparison, in the 2024-2025 NFL season, J.J. McCarthy led all players with $4 million through his LLC Newberry Raised.
Group licensing encompasses deals that include six or more players, the most typical of which are jerseys, trading cards, video games, and other collectibles. In addition to royalties, the NFLPA figures also include player marketing income from appearances and hospitality promotions.
Group licensing does not include individual deals like Sanders has with Gatorade, Delta Airlines, Beats by Dre, and Ralph Lauren. Taking into account his personal endorsement deals, Sanders likely pulled in well north of $20 million in off-the-field earnings, an incredible sum for a rookie fifth-round pick but perhaps not that surprising given his celebrity and the media attention showered on him.