College basketball’s financial landscape has forever changed, as Texas Tech forward JT Toppin is expected to earn an unprecedented $4 million through NIL deals for the 2025-26 season. CBS Sports’ Matt Norlander reported the record-breaking package on April 9, shortly after Toppin announced via Instagram his decision to bypass the NBA Draft and return to Lubbock.
Maybe West Texas oil money has officially entered the college basketball chat. Toppin’s decision comes after a stellar sophomore season, where he averaged 18.2 points and 9.4 rebounds while leading Texas Tech to an Elite Eight appearance. The deal reflects not only Texas Tech’s financial backing but also a transformative moment in the rapidly evolving NIL landscape.
Toppin’s Meteoric Rise Fuels Record NIL Valuation
After transferring from New Mexico—where he averaged 12.4 points and 9.1 rebounds as a freshman—Toppin exploded onto the national scene at Texas Tech. His sophomore campaign featured dominant performances, including a 41-point, 15-rebound masterclass against Arizona State in February 2025.
His consistent double-double production earned him Big 12 Player of the Year and second-team All-American honors.
The 6-foot-9 forward, who models his rebounding after fellow Dallas native Dennis Rodman, was especially dominant down the stretch. Over his final 15 games, Toppin averaged 22.3 points, 10.6 rebounds and 1.9 blocks, cementing his place among college basketball’s elite and setting the stage for a historic NIL valuation.
Texas Tech general manager Kellen Buffington played a pivotal role in securing both Toppin’s initial commitment and his return. While financial incentives clearly mattered, Buffington’s relationship-building approach and focus on development laid the groundwork for the deal.
The University of Texas reportedly could not meet Toppin’s seven-figure asking price when he entered the transfer portal last year. Texas Tech’s ability to now offer $4 million highlights the program’s willingness to leverage West Texas resources to build a basketball powerhouse.
College Basketball’s NIL Revolution Reaches New Heights
Toppin’s deal has reignited debates about the role of NIL in college athletics. Critics argue such arrangements resemble “pay for play,” diverging from the original goal of allowing athletes to profit from their personal brand. Financial sustainability also remains a question.
Still, supporters celebrate the opportunity for players to earn real income while remaining in school.
The NIL landscape has evolved rapidly since NCAA rules changed in 2021, following the Supreme Court’s ruling in the NCAA v. Alston antitrust case. Without federal oversight, a patchwork of state laws and school policies has created the environment for blockbuster deals like Toppin’s.
Reactions to Toppin’s return have been mostly positive from Texas Tech fans and basketball analysts.
Many on social media have predicted he’ll be a National Player of the Year contender. CBS Sports ranked Texas Tech No. 13 in its way-too-early Top 25 for the 2025-26 season.
The Red Raiders’ Elite Eight run in 2025, which ended in a crushing loss to Florida after leading by nine with just over three minutes left, serves as motivation for Toppin’s return. With Christian Anderson also back, Texas Tech has clear championship aspirations.
Toppin’s decision represents a win for college basketball, keeping elite talent on campus instead of heading prematurely to the pros.
KEEP READING: Top 10 NIL Valuations From the National Championship
As NIL continues to reshape the sport, his record-breaking deal sets a new benchmark—and signals that college athletes can now earn compensation at levels once reserved for professionals, all while continuing to develop their game.
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