REPORT: Raiders Star Maxx Crosby Agrees to Landmark $30 Million NIL Deal with NFL Following New Head Coach’s First Media…
June 3, 2025 — Las Vegas, NV
In a historic and unprecedented move that may reshape the boundaries of athlete branding and league-level partnerships, Las Vegas Raiders defensive superstar Maxx Crosby has reportedly agreed to a $30 million Name, Image, and Likeness (NIL) deal directly with the National Football League (NFL).
The news broke just hours after the Raiders’ newly appointed head coach addressed the media for the first time in an introductory press conference. While the coach—whose name has yet to be officially released in the report—focused largely on team culture, discipline, and expectations, the backdrop of the Crosby deal has quickly dominated league headlines.
A First-of-Its-Kind Deal
According to multiple league sources, the NIL deal is not tied to Crosby’s current playing contract with the Raiders, but rather focuses on a multi-year branding and content partnership between the Pro Bowl edge rusher and the NFL itself.
The reported agreement includes:
•A featured role in the NFL’s global marketing campaigns, especially aimed at international audiences in Europe and Latin America
•A docuseries-style digital project produced in partnership with NFL Films, chronicling Crosby’s personal journey from underdog to one of the league’s elite defenders
•Merchandise and apparel collaborations under the NFL brand, including limited-edition Crosby gear
•Appearances at key NFL events, including international games, draft events, and Super Bowl promotions
This marks the first known NIL-style agreement between a current NFL player and the league itself, signaling a new direction in how the NFL is investing in athlete-driven media and branding.
Maxx Crosby’s Meteoric Rise
Crosby, a fourth-round draft pick in 2019, has become one of the most feared pass rushers in the NFL. Known for his relentless motor, leadership, and off-field transformation, Crosby has become a cornerstone of the Raiders franchise and a fan favorite league-wide. In 2023 and 2024, he earned consecutive Pro Bowl honors and was named to the All-Pro team.
Off the field, Crosby has also become a symbol of redemption and discipline, openly sharing his past battles with addiction and his commitment to mental health, sobriety, and personal growth.
The league is expected to lean heavily into Crosby’s authenticity and intensity as part of its broader strategy to connect with younger and global audiences.
The New Head Coach’s First Words
The deal surfaced just hours after the Raiders’ new head coach—hired to replace Antonio Pierce during the offseason—spoke to the media for the first time. Though the coach did not directly reference the NIL deal, he praised Crosby’s leadership, calling him “the heartbeat of this team.”
“Maxx sets the tone every single day. On the field, in the weight room, in the locker room—he’s everything you want in a franchise player,” the new coach said. “We’re lucky to have him, and the league knows how valuable he is, too.”
NIL Deals in the Pros?
Traditionally, NIL agreements have been associated with collegiate athletes since the NCAA lifted restrictions in 2021. However, this groundbreaking move by the NFL suggests that “NIL-style” branding deals—once limited to student-athletes—are now being explored by professional leagues as a way to deepen partnerships with their top stars outside of formal playing contracts.
Legal analysts point out that this is not a salary or endorsement deal with a third party, but a direct commercial partnership between an active player and the league itself, which may open the door for similar arrangements with other high-profile athletes in the future.
What’s Next?
Neither Maxx Crosby nor the NFL has officially commented on the details of the deal, but insiders suggest a formal announcement—including video content and promotional materials—could come as soon as next week.
As for the Raiders, the focus remains on building momentum for the 2025 season under new leadership, with Crosby firmly at the center of both the team’s identity and the league’s evolving marketing vision.
