Ryan Williams, the true freshman wide receiver for Alabama, is in line to make over $1.8 million in NIL deals this season — which ranks him second among all wide receivers in college football in terms of earnings. The only WR reportedly ahead of him is Ohio State’s Jeremiah Smith
Williams himself has acknowledged how much Jeremiah Smith accomplished last season. In an interview with On3, Williams said, “Smith had the better season last year … this time around, I hope I can flex.” That line shows he’s not shying away from the comparisons — in fact, he seems motivated by them. He’s aware of what Smith did, agrees that Smith’s season was outstanding, but also clearly wants to show that he can equal or exceed that performance this year.
A bit of context: Williams’ NIL valuation has been climbing fast. After his breakout performance against Georgia (six catches, 177 yards, one touchdown) his market value shot up significantly.His freshman totals in 2024 were 48 catches, 865 yards, and eight touchdowns, which is very impressive for someone so young and still adjusting to college ball.
Williams has also spoken about the kind of relationship he and Smith have: a kind of friendly rivalry, pushing one another from afar. In an interview, he described their dynamic as “iron sharpens iron.”He seems to respect what Smith has done, sees the benchmark, and wants to rise to meet it — possibly even surpass it.
But outperforming or “flexing” doesn’t just mean stats. For Williams it likely means consistency, leadership, showing up in big moments, avoiding dips, and being reliable week in and week out. He’s younger than many of his peers, and part of the story is whether he can handle the physical and mental demands of being a focal point in Alabama’s offense, which also carries high expectations. Injuries are a consideration too: there was a scare in Week 1 vs. Florida State where Williams had some drops and then suffered a concussion. (Bama Hammer)
So what does all this mean for the upcoming season?
First, the financial side: making north of $1.8 million in NIL is huge for a freshman WR. It reflects not just performance, but marketability, social media presence, brand deals, and his growing star power. It means that brands see him as someone who will attract eyeballs — whether via highlight plays, viral moments (as happened against Georgia), or personality. (On3)
Second, the comparison to Smith: Jeremiah Smith had a sensational season, with awards, recognition, and big moments — including being key in Ohio State’s success. Williams has implicitly conceded Smith’s superiority last year but also signaled that he wants this year to be different. It’s a challenge Williams seems to accept.
Third, there is pressure. Comparisons at this level are rarely just flattering — they carry expectations. Can Williams avoid the plateau or sophomore slump (though he’s still a freshman)? Can he remain healthy? Can he produce in big games? Can he become more consistent? Brands will expect more than just splash plays. Alabama and its coaching staff are going to want reliability, leadership, taking on more responsibility in the offense, being someone defenses cannot ignore.
Fourth, the potential upside: if Williams does “flex” this season — meaning not just match but exceed expectations — he stands to further increase his NIL earnings, his draft stock, his national profile. He already has more than a few high-profile deals, and many eyes are on him. For a freshman at a program like Alabama, that gives him a big platform.
Finally, it’s interesting from a broader perspective: Williams and Smith are part of a new wave of receivers whose freshmen seasons are already having huge impact both on the field and off it. The NIL world now rewards performance and exposure quickly. For Williams, outperforming last season’s benchmark isn’t just about stats; it’s about maximizing opportunities, staying in the news, being durable, and making the right plays when they matter.
In summary, Ryan Williams is entering a season with enormous potential, big expectations, and a chance to change the narrative. He respects what Jeremiah Smith achieved, he sees Smith’s season as the high-water mark, but he’s clearly intent on proving that he belongs at that level — maybe even that he can surpass it. If he succeeds, the financial reward will likely follow, but more importantly, so will his legacy.
If you want, I can try to break down what Smith did stat‑by‑stat vs. what Williams will need to match or surpass, and where analysts expect Williams to make his biggest gains.
