From Liberty City to the CFP: Malachi Toney Becomes Hellstar’s First NIL Athlete

Malachi Toney just added another big win off the field, inking an NIL deal with Hellstar ahead of the College Football Playoff. This makes Toney Hellstar’s very first NIL athlete, a major milestone for both the brand and the freshman star.

Hellstar highlighted their long-standing connection with Toney, having coached him during high school 7-on-7, and framed the partnership as part of their mission to help young athletes “shine their light to the world.”

On the field, Toney had an elite freshman season with the Miami Hurricanes:

84 receptions
970 receiving yards
7 receiving TDs (ACC leader)
Added rushing production, including a TD vs. Louisville

His performance earned him On3 True Freshman All-American honors and helped push Miami into the CFP as the final team in the field.

From a NIL perspective:

Repped by NETWORK
$878,000 On3 NIL Valuation
Also signed with Leaf Trading Cards earlier this season

This is a textbook example of how early performance + authentic brand alignment + long-term relationships (dating back to high school) can accelerate NIL opportunities fast. Toney isn’t just producing, he’s becoming a cornerstone athlete brands want to build with.

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