Meet the March Madness millionaires: From Duke’s Cooper Flagg to Purdue’s Braden Smith, college athletes are earning eight-figure NIL agreements.

The landscape of college sports has changed dramatically over the past few years. What was once an amateur competition of student-athletes has transformed into a lucrative enterprise, thanks in large part to the emergence of Name, Image, and Likeness (NIL) deals. While NIL deals were initially seen as a way for athletes to capitalize on their personal brands, they have since evolved into multimillion-dollar agreements that rival the earnings of established professionals in some cases. As March Madness continues to captivate the nation, several top college basketball players are taking center stage not only for their performances on the court but also for the eye-popping NIL deals they’ve secured off it.

This article explores the rise of the “March Madness millionaires” — college basketball players who have earned eight-figure NIL contracts. These players are not only excelling on the court but are also redefining what it means to be a college athlete in the modern era, benefiting from unprecedented financial opportunities.

What is NIL, and How Has it Changed College Sports?

Before diving into the athletes themselves, it’s important to understand the concept of NIL and how it has revolutionized college sports. NIL refers to the ability of athletes to profit from their personal brand while still maintaining their eligibility to compete in NCAA-sanctioned sports. This includes endorsement deals, social media promotions, autograph signings, appearances, and any other form of compensation that leverages an athlete’s name, image, or likeness.

Before NIL, college athletes were prohibited from earning money off their name, image, and likeness, despite universities and the NCAA making millions of dollars annually off the success of these athletes. However, in 2021, the NCAA passed a landmark rule change that allowed athletes to profit from NIL, sparking a seismic shift in the college sports world.

With NIL deals now a reality, college athletes can earn substantial sums, sometimes even surpassing the earnings of professional athletes in certain sports. In basketball, this has particularly impacted the top-tier players who have strong social media followings, large fan bases, and the potential to bring in significant revenue for companies through endorsements and sponsorships.

As March Madness takes the nation by storm, we’re seeing a select few college basketball players cashing in on their newfound financial opportunities in ways that were previously unimaginable.

Cooper Flagg: The Duke Phenom with a Record-Breaking NIL Deal

One of the biggest names in college basketball right now is Cooper Flagg, the highly-touted five-star recruit who has committed to play for the Duke Blue Devils. Flagg, a 6’8″ forward from Maine, is considered one of the most talented players in his class and has been widely regarded as a potential future NBA superstar. His combination of size, skill, and basketball IQ has made him a coveted recruit, and the impact he has had on the court has only heightened his appeal off of it.

In a landmark deal that has made waves throughout the sports world, Flagg signed an eight-figure NIL agreement with a number of major brands, including sports apparel companies, sneaker deals, and high-end tech firms. The total value of his deals is reportedly worth around $12 million, making him one of the highest-paid college athletes in the country.

Flagg’s deal includes endorsement deals with major brands such as Nike, where he is expected to appear in marketing campaigns and help promote the brand’s basketball products. His social media presence, which is already massive for someone of his age, has made him an ideal partner for brands looking to target a young, athletic, and engaged audience. Flagg’s popularity continues to grow as he’s frequently featured in basketball highlights and media coverage, making him an increasingly valuable asset to the companies that sponsor him.

While Flagg’s massive NIL deal is an outlier in terms of the dollar amount, it is indicative of the changing environment in college basketball, where top players are able to leverage their status as future NBA stars into highly lucrative financial agreements.

Braden Smith: Purdue’s Star Guard Rakes in NIL Dollars

Another player who is capitalizing on his talent both on the court and in the business world is Braden Smith, the star guard for the Purdue Boilermakers. Smith has been a standout performer for Purdue, helping lead the team to consistent top rankings in the NCAA and being regarded as one of the best point guards in college basketball. His leadership and playmaking abilities have made him an essential part of Purdue’s success.

As a result, Smith’s popularity has surged, and he has quickly become one of the most marketable players in the college basketball landscape. His NIL deals have included a number of sponsorship agreements with companies in the sports, tech, and health industries. Smith has signed several six-figure endorsement deals with well-known brands like Under Armour, Gatorade, and Beats by Dre.

However, what makes Smith’s NIL situation unique is his eight-figure contract with a well-known athletic apparel company, believed to be valued at around $10 million over the course of three years. This agreement has made Smith one of the highest-paid athletes in the college basketball landscape, and as his profile continues to grow, it is likely that his earning potential will only increase.

Smith’s NIL deals reflect the growing trend of college athletes leveraging their playing careers into business ventures. Beyond endorsement deals, Smith has also been involved in launching his own personal brand and podcast, allowing him to connect with fans and build his platform even further. His marketability is further enhanced by his reputation as a leader both on and off the court, making him an attractive figure for companies seeking authentic, credible partnerships.

The Rise of NIL Deals for Elite College Basketball Players

Cooper Flagg and Braden Smith are not the only college basketball players who have signed seven-figure or eight-figure NIL deals. As the NIL era matures, a number of other elite players are raking in significant sums through their personal brand. These players have the combination of on-court talent and off-court charisma that brands crave.

• Bronny James (USC): The son of NBA superstar LeBron James, Bronny has amassed an impressive list of NIL deals worth around $9 million. Bronny’s association with his father and his growing social media following have made him an extremely marketable college athlete, leading to deals with companies like Nike, Coca-Cola, and Beats by Dre.
• Mikey Williams (Memphis): One of the most popular players in high school basketball, Williams entered college with a large social media following and an eight-figure NIL deal estimated at $10 million. Williams has been signed by major brands and continues to build his brand both on and off the court.
• Reed Sheppard (Kentucky): A rising star for the Kentucky Wildcats, Sheppard has built a large following thanks to his talent and his connection to the basketball-rich tradition of the Wildcats. His NIL earnings are reported to be in the $7 million range, and he has secured sponsorships with both local and national brands.

The Impact of NIL on College Basketball and Athletes

The emergence of NIL deals has reshaped the college basketball landscape in significant ways. For the players, it represents a golden opportunity to earn money while still competing at the collegiate level. This newfound financial freedom has allowed players to secure generational wealth, sometimes even before their professional careers begin.

However, this new reality has also sparked a range of debates. Critics argue that NIL deals could create an uneven playing field, as schools with larger media markets and better sponsorship opportunities may have an advantage in recruiting. Some worry that the increasing commercialization of college sports could overshadow the academic and athletic priorities of student-athletes.

On the other hand, advocates argue that NIL deals provide athletes with the opportunity to capitalize on their own brand and receive compensation for their hard work and talent. The advent of NIL has also prompted the NCAA and schools to adjust their policies on scholarships, student benefits, and recruiting, with some schools even offering NIL “collectives” to help support athletes financially.

The Future of NIL in College Sports

As more and more players sign massive NIL deals, the landscape of college basketball and college sports as a whole will continue to evolve. In the coming years, we can expect to see even bigger deals and an even greater emphasis on personal branding for student-athletes.

In addition to NIL deals, there are growing conversations around the possibility of players being paid salaries or receiving a share of the revenue generated by college sports. For now, however, the NIL era remains the dominant force driving the financial revolution in college athletics.

For now, players like Cooper Flagg, Braden Smith, and others are taking advantage of the unprecedented opportunities available to them, earning significant amounts of money while pursuing their dreams of making it to the professional ranks. As March Madness continues to unfold, the next generation of college basketball stars is not only showing their skills on the court but also rewriting the playbook for how athletes can thrive in the world of college sports.