In the most recent NIL shakeup, NBA star Trae Young joins the Oklahoma Sooners as assistant general manager.

In a groundbreaking move for both college basketball and the NIL (Name, Image, and Likeness) landscape, NBA star Trae Young has joined the Oklahoma Sooners basketball program as Assistant General Manager. This unprecedented partnership between a current NBA player and a major college program is a game-changer that could have a profound impact on the future of college sports, particularly in the realm of NIL deals.

Young, a former standout at Oklahoma who played for the Sooners before his illustrious NBA career, has long been a key figure in the world of basketball, both on and off the court. Known for his electrifying play and leadership with the Atlanta Hawks, Young’s decision to return to his roots at Oklahoma is a major coup for the program. It marks a significant shift in how NIL deals and professional athletes can interact with and influence college basketball, creating new possibilities for both current student-athletes and future recruits.

This article will explore the implications of Trae Young’s new role with the Sooners, how it could reshape the future of college basketball, and what it means for Oklahoma’s ongoing efforts to build a championship-caliber program in a rapidly changing landscape.

The NIL Revolution and Its Impact on College Basketball

The introduction of NIL rights in college athletics in 2021 was a monumental shift in the landscape of NCAA sports. For the first time, athletes were allowed to profit from their name, image, and likeness—whether through brand endorsements, social media deals, or other commercial ventures. Prior to this, athletes were prohibited from making money off their personal brand, which left many to question the fairness of the system.

While NIL opened up a host of opportunities for college athletes, it also created new dynamics and challenges for both athletes and programs. Some schools with larger resources have been able to offer athletes lucrative NIL deals, attracting top talent from around the country. This has led to an increased focus on how colleges can provide financial support and opportunities for their student-athletes while still maintaining competitive balance.

Enter Trae Young. The former Oklahoma Sooner and current NBA All-Star has emerged as one of the most high-profile figures to leverage NIL and his personal brand in a way that directly benefits a college basketball program. His appointment as Assistant General Manager is a powerful signal of how athletes can influence the game both during and after their playing careers.

Trae Young’s Connection to Oklahoma and His New Role

Trae Young’s relationship with the University of Oklahoma is well-established. As a freshman in 2017-18, Young turned heads with his incredible scoring ability and court vision, leading the nation in points and assists. He was named a consensus All-American and was selected as the NBA’s 5th overall pick by the Dallas Mavericks in 2018, before being traded to the Atlanta Hawks. Since then, Young has blossomed into one of the NBA’s brightest stars, earning multiple All-Star selections and establishing himself as one of the premier point guards in the league.

Despite his meteoric rise to NBA stardom, Young has remained deeply connected to Oklahoma. His time with the Sooners left an indelible mark on the program, and he’s always been a vocal advocate for the state and its basketball culture. This partnership is a natural evolution of that connection, and Young’s return to Oklahoma as an Assistant General Manager for the men’s basketball program is a major development for both the program and the broader college basketball landscape.

In this new role, Young will act as a bridge between the current Oklahoma basketball program and the professional world. His responsibilities will include guiding the Sooners’ players through the evolving NIL landscape, offering mentorship, and helping to secure NIL opportunities for the team’s top players. He will also work closely with the program’s coaching staff and athletic department to align Oklahoma’s recruiting efforts with the rapidly changing college basketball environment, particularly as it pertains to the financial opportunities available to student-athletes.

This unique position gives Trae Young unprecedented access and influence within the Sooners’ basketball program, allowing him to help shape the future of college basketball in a way that few players—let alone current NBA stars—have ever done before.

How Trae Young’s Involvement Will Shape Oklahoma’s NIL Strategy

One of the most significant ways that Trae Young’s appointment will affect the Oklahoma Sooners is in the NIL space. Young’s extensive network of business relationships, marketing experience, and deep understanding of how to build a personal brand will be invaluable to the Sooners’ athletes. College players often struggle with navigating the complexities of NIL deals, from understanding the legal aspects to finding meaningful opportunities that align with their personal values and goals.

With Young’s guidance, the Sooners will have an edge when it comes to helping players maximize their NIL potential. His ability to attract high-profile sponsors, negotiate endorsement deals, and connect players with established brands will be instrumental in helping Oklahoma stay competitive in the NIL arms race.

This could be a game-changer for the program, as players will now have direct access to one of the most successful and well-connected young athletes in basketball. Young’s experiences in both college and the NBA give him a unique perspective on what it takes to succeed at the highest levels, and he can offer critical insights into how to build and protect a brand.

Moreover, Young’s role will not be limited to advising current players. His stature in the basketball world can help Oklahoma’s recruiting efforts, as prospective student-athletes will likely be drawn to the idea of learning from an NBA star and benefiting from his industry connections. The promise of NIL opportunities under Young’s guidance could make Oklahoma an even more attractive destination for top recruits.

Trae Young’s Role in Building Oklahoma’s Basketball Future

In addition to his work with NIL, Young will also play a pivotal role in shaping the long-term direction of Oklahoma basketball. As Assistant General Manager, Young will provide valuable input into the program’s overall strategy, especially in terms of player development, recruitment, and community engagement. His experience in the NBA will allow him to offer guidance on preparing players for the professional ranks, ensuring that Oklahoma’s athletes are well-equipped to succeed at the next level.

The influence of an NBA player like Trae Young could also significantly impact how the team plays on the court. While his focus will largely be off the floor, his insights into what it takes to succeed at the highest level—particularly in terms of basketball IQ, decision-making, and leadership—could provide invaluable mentorship to the Sooners’ athletes.

With Young’s help, Oklahoma’s current and future players will have a clearer pathway to professional success, as they will receive firsthand advice from someone who has gone through the transition from college to the NBA. His mentorship could help bridge the gap between college and professional basketball, making Oklahoma’s program one of the premier pipelines for NBA talent.

The Broader Impact of Trae Young’s Move on College Athletics

While Trae Young’s partnership with the Oklahoma Sooners is groundbreaking, it also represents a larger shift in the world of college athletics. As the NIL era continues to grow, athletes are increasingly seeking ways to capitalize on their talents both during and after their college careers. Young’s involvement with the Sooners is just one example of how athletes are taking ownership of their brands and influencing the future of college sports.

His decision to join Oklahoma’s staff raises important questions about the future of college basketball. Will other top NBA players follow suit and take on similar roles with their alma maters? How will this shift the balance of power in recruiting, as programs with established former NBA stars could have an advantage in attracting elite talent? These questions remain to be seen, but it’s clear that Young’s move will be watched closely as a potential model for the future.

Moreover, the move further exemplifies the growing importance of NIL deals in college sports. As college programs and athletes continue to navigate this new landscape, having a mentor and advisor like Trae Young could give Oklahoma—and other programs that follow suit—an undeniable edge in securing top talent.