Story by© Nathan Ray Seebeck-Imagn ImagesNick SchultzSat, December 20, 2025 at 2:44 AM UTC·2 min readAhead of the College Football Playoff opener, Malachi Toney added a notable NIL deal. The Miami wide receiver has inked a partnership with apparel company Hellstar. Toney is Hellstar’s first NIL athlete, the Los Angeles-based brand said in an Instagram post. He became a crucial part of the Hurricanes’ offense during the regular season, helping lead the program to a College Football Playoff appearance as the last team in the field. AdvertisementAdvertisementAdvertisementSUBSCRIBE to the On3 NIL and Sports Business NewsletterIt was part of a decorated freshman year for Toney, who’s emerging as one of the top young stars in the sport.