The establishment of Name, Image, and Likeness (NIL) in 2019 has changed the entire landscape of college sports. While some of the biggest earners are in football, men’s basketball has its fair share of NIL powerhouses. Let’s look at the top 10 biggest earners in terms of NIL valuation in college basketball.
Top 10 Men’s Basketball NIL Deals in 2025
According to On3, a reputable source regarding NIL deals and valuations, here are the top 10 earners in men’s basketball.
10) Braden Smith, Purdue: $1.6M
9) Cameron Boozer, Duke (commit): $1.6M
8) PJ Haggerty, Memphis: $1.6M
7) Ace Bailey, Rutgers: $1.6M
6) Dylan Harper, Rutgers: $1.6M
5) Eric Dixon, Villanova: $1.7M
4) Maxime Raynaud, Stanford: $1.8M
3) Kam Jones, Marquette: $1.9M
2) AJ Dybantsa, BYU, (commit): $3.8M
1) Cooper Flagg, Duke: $4.8M
How Cooper Flagg’s NIL Earnings Stack Up Nationwide
It should come as no surprise that college basketball’s largest NIL earner is also one of the best players in the game, Duke Blue Devils forward Cooper Flagg.
A true freshman from Monteverde Academy and a Maine native, Flagg has been the crown jewel of the 2025 NBA Draft class for the past few years after dominating on the EYBL circuit with Maine United.
MORE: Cooper Flagg Scouting Report — A True Generational Prospect?
Flagg has certainly lived up to and arguably exceeded expectations, leading the Blue Devils in scoring, rebounding, assists, steals, and blocks for the majority of the season.
His versatility and knack for making splash plays, such as highlight-reel blocks and breakaway steals, on the defensive end have placed Flagg on multiple editions of Sportscenter’s Top 10 Plays.
And major brands have taken notice.
Flagg has notched reported NIL deals with Gatorade, Fanatics, and The NIL Store, headlining the stores’ “Hometown Hero” high school jersey collection.
Those deals have pushed his NIL valuation to nearly $4.8 million. The next closest current college basketball player is Marquette’s Cam Jones, who’s earning $1.9 million, a stark dropoff from the Duke phenoms’ number.
Flagg isn’t the highest earner in all of college sports, however.
That crown belongs to Texas Longhorns quarterback Arch Manning, who hasn’t even started a full season at the college level yet. His last name has much to do with it, but his talent is also on par with the large valuation.
Flagg is just ahead of former Georgia and current Miami Hurricanes quarterback Carson Beck, whose NIL valuation is listed at $4.3 million. LSU gymnast and social media star Livvy Dunne is close behind at $4.1 million. Rounding out the top five is Ohio State wide receiver Jeremiah Smith, the star of the Buckeyes’ national championship run, who has a $4 million valuation.
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