Ever since his poor performance in Week 1 against FSU, the redshirt junior has been playing like the best QB in the nation and is receiving a lot of Heisman Trophy hype. He even won SEC Player of the Week for his most recent performance, going 23-of-31 for 200 yards and three touchdowns against Missouri. And the success has paid off beyond the field.

According to On3’s NIL tracker, Simpson’s NIL valuation has increased by $851,000 in the past ten weeks, from $1.9 million to $2.3 million. Now that immense growth is fueled by high-profile NIL deals and brand endorsments. Simpson just announced a new partnership with Gatorade and with that he formally joined an elite club of collegiate players who represent the iconic sports drink brand. When talking about his NIL adventure earlier this year, Simpson stated, “It’s kind of surreal for a kid from Martin, Tennessee, to be wearing one of the world’s most iconic brands.”

Beyond Gatorade, the Alabama QB’s NIL portfolio also includes some big-name companies competing for his attention, including Hugo Boss, EA Sports, Raising Cane’s, Hollister, Panini, and Topps. In order to introduce new camo designs and add a touch of Southern flair to his endorsements, Simpson also collaborated with Yea Alabama’s Crimson Tide Outdoors program. And throughout his journey, he has remained grounded, giving tribute to his upbringing and love for the game. He said, “We all want to look our best and find the right fit and style…so to be able to partner with Boss is a dream.”

This may sound like something out of a college football fever dream for an Alabama QB to link up with Auburn’s official bank sponsor, but it perfectly reflects the direction the NIL era is taking. Ty Simpson has just crossed rivalry lines for commercial purposes. Because Southeast First Bank & Trust is the official, long-standing “Premier Financial Partner” and a major corporate stadium-level sponsor for the Auburn Tigers. Both sides’ fans are thrilled with some referring to it as “legendary” and others as “traitorous.”. One insider joked, “Money doesn’t care about rivalries, and obviously neither does NIL.” Simpson is turning into a full-fledged superstar and not just another QB.

Ty Simpson’s rise from backup to a Heisman contender

Ty Simpson’s story is more about patience in an era of transfer-happy players. Quarterbacks hardly ever wait for their turn in today’s era. Simpson, a five-star recruit who had every reason to leave eventually chose to stay. He put in extra effort in Tuscaloosa, working hard behind the scenes, while other quarterbacks went through the portal at the first hint of competition. “I’m not gonna sit here and say it wasn’t hard,” Simpson admitted. “There were some days where I felt like God wasn’t on my side… but at the end of the day, there wasn’t anywhere else where I wanted to play.” The quiet faith he had in himself has what led to the most rewarding turnover of the DeBoer era.

Now his patience is finally paying off. Simpson’s possible Heisman season is racking up statement games back to back. Simpson’s Heisman odds have skyrocketed from +750 to +320 in a week after he destroyed Missouri with 200 yards and three touchdowns. Now he is placed just behind Miami’s Carson Beck. For someone who was battling for the starting position this seems to be an incredible momentum shift. Simpson’s efficiency has been phenomenal this season, with a 70.9% completion rate, 16 touchdowns, and only one interception. And his football IQ, arm power, and control are perfect for Ryan Grubb’s offensive system.

On Saturday, Alabama won 27-24. But the group leader was not pleased with their performance. Kadyn Proctor, an offensive lineman, told reporters that Simpson “ripped our a– when we were in the team meeting yesterday…So he knows how to get us riled up and he’s a great leader.”

Even the seasoned analysts have seen it in him. ESPN’s Tom Luginbill praised Simpson’s footwork and “deceptive athleticism,” saying, “He reminds me of Andrew Luck at Stanford.” DeBoer expressed that same confidence, describing Simpson as “an absolute difference-maker.” The coach stated, “He’s got the ability, there’s no question…When he stays within himself, he can make amazing plays and we just have to give him a little time…He knows what is perfect. And that’s what he wants, he wants it perfect. And he wants to every possession,” Simpson’s transformation after three years from a quiet backup into Alabama’s next great leader is a result of his patience and loyalty to the program.