Cooper Flagg reportedly earned around \$28 million in NIL deals during his Duke season, including major partnerships with New Balance and Fanatics.

The landscape of college athletics has transformed dramatically in recent years, largely due to the advent of Name, Image, and Likeness (NIL) rights, allowing student-athletes to monetize their personal brands for the first time. Among the pioneers who have capitalized on this shift is Cooper Flagg, the standout basketball phenom who played for Duke University during the 2024-2025 season. Recent reports reveal that Flagg earned a staggering $28 million through NIL deals during his single season with the Blue Devils — a sum that has captured national attention and reshaped expectations for college athlete compensation.

This article explores the details behind Cooper Flagg’s earnings, the major partnerships fueling this unprecedented income, the implications for Duke’s basketball program, and what Flagg’s success means for the future of college sports.

Who is Cooper Flagg?

Cooper Flagg entered college basketball as one of the most highly touted prospects in recent history. Hailing from Maine, Flagg quickly gained national recognition for his remarkable skill set, size, and versatility as a forward. His ability to impact the game on both ends of the floor made him an immediate star at Duke, a program known for cultivating NBA-ready talent.

Flagg’s freshman season was marked by standout performances, including leading Duke deep into the NCAA Tournament and earning several individual accolades such as National Player of the Year honors. Beyond his on-court success, Flagg’s charismatic personality and marketability helped him become a favorite among fans and brands alike.

The Reported NIL Earnings: Breaking Down the $28 Million

The headline figure of $28 million is a composite of multiple endorsement and partnership deals that Flagg secured during his time at Duke. These deals represent some of the largest NIL contracts ever signed by a college athlete and illustrate the shifting financial dynamics of college sports.

Major Partnerships

• New Balance: $13 Million Deal
  One of Flagg’s most lucrative partnerships was with sportswear giant New Balance. The company has strong ties to Flagg’s home state of Maine and sought to position him as the face of their basketball brand. The $13 million deal included exclusive sneaker endorsements, apparel collaborations, and promotional appearances. This partnership was designed to leverage Flagg’s rising star status while aligning with New Balance’s broader strategy to challenge industry leaders like Nike and Adidas.
• Fanatics: $15 Million Deal
  Flagg’s deal with Fanatics, a global sports merchandise company, was even more substantial, reportedly worth $15 million. This partnership centered on exclusive merchandise, collectible items, and digital content such as NFTs (non-fungible tokens). Fanatics capitalized on Flagg’s popularity to create unique fan experiences and capitalize on the growing intersection of sports and digital collectibles.

Additional Endorsements

Beyond these headline deals, Flagg also inked contracts with well-known brands such as Gatorade, Cort Furniture, and The NIL Store. These endorsements contributed additional revenue streams and diversified Flagg’s income portfolio.

The Significance of Flagg’s NIL Earnings

Cooper Flagg’s $28 million NIL earnings are more than just a financial milestone — they represent a paradigm shift in college athletics.

Changing Athlete Compensation Landscape

Before the NIL era, college athletes were prohibited from profiting off their personal brands, leading to ongoing debates about fairness and athlete rights. Flagg’s massive earnings underscore how NIL rights have dramatically altered this landscape, empowering athletes to earn sums comparable to professional contracts.

Flagg’s financial success sends a clear message that top-tier college athletes can leverage their talents and marketability into substantial economic gain without leaving college early. This could influence more athletes to consider college programs with strong NIL support.

Impact on Recruiting

Flagg’s NIL earnings highlight the importance of NIL opportunities as a recruiting tool. Programs like Duke, which provide athletes with robust NIL support and access to lucrative partnerships, gain a competitive edge in attracting elite talent. Future recruits may increasingly weigh NIL prospects alongside traditional factors such as coaching, facilities, and playing time.

How Flagg Managed to Secure These Deals

Several factors contributed to Flagg’s ability to secure these unprecedented deals:

• Marketability and Personality: Flagg’s charisma and media presence made him an appealing brand ambassador. His engaging personality helped him connect with fans and companies alike.
• On-Court Performance: Exceptional play and high-profile success increased his visibility and value to sponsors.
• Strategic Partnerships: Flagg worked with experienced agents and marketing teams who navigated the NIL landscape effectively, aligning him with top-tier brands.
• Duke’s Support: The Blue Devils’ program actively supports players in NIL ventures, providing resources and guidance to maximize opportunities.

Balancing Earnings and Athletics

Despite the lucrative endorsements, Flagg maintained a focus on his basketball career and academics. His ability to balance NIL commitments with rigorous training and competition was widely praised by coaches and teammates. This balance is crucial, as excessive distractions could undermine athletic performance and development.

The Broader Implications for Duke Basketball

Flagg’s earnings bring both opportunities and challenges for Duke basketball.

Enhancing Program Prestige

Flagg’s NIL success enhances Duke’s reputation as a program that supports athletes’ financial and personal growth. This attracts not only players but also sponsors and media attention, fueling program growth.

Managing Expectations

With high-profile NIL earnings comes added pressure to perform both on and off the court. Managing player expectations and maintaining team chemistry will be essential as more athletes pursue similar opportunities.

What This Means for the Future of College Basketball

Cooper Flagg’s NIL earnings serve as a bellwether for future college athletes, signaling that elite prospects can earn multimillion-dollar deals while still in school.

Increased Player Empowerment

Athletes are increasingly in control of their careers, from recruitment decisions to brand partnerships. This empowerment shifts traditional power dynamics between players, schools, and governing bodies.

Evolution of NIL Rules

As NIL deals grow in size and complexity, governing bodies like the NCAA will need to refine regulations to ensure fairness, transparency, and compliance while preserving athletes’ earning potential.

Impact on Competitive Balance

While top programs can offer more lucrative NIL deals, smaller schools may struggle to compete, potentially affecting competitive balance. How college basketball adapts to these challenges remains to be seen.

Cooper Flagg’s reported $28 million NIL earnings during his season at Duke mark a historic moment in college basketball. His ability to secure major partnerships with New Balance, Fanatics, and other leading brands reflects the evolving landscape of athlete compensation and highlights the opportunities available to elite collegiate athletes today.

Flagg’s success underscores the transformative power of NIL rights, reshaping recruiting, athlete empowerment, and the economics of college sports. As Duke and the broader college basketball community navigate this new era, Flagg’s story will remain a benchmark for what’s possible when talent, marketability, and opportunity converge.