College basketball isn’t just about buzzer-beaters and highlight reels anymore. These days, players are balling both on the court and at the bank — thanks to NIL (Name, Image, and Likeness) deals.
Several student-athletes have gone from campus celebs to full-blown business brands. As March Madness hits a fever pitch, five standout players are cashing in on more than just points — they’re stacking NIL valuations worth hundreds of thousands.
Highest NIL Earners in the Men’s Basketball National Championship
1. Walter Clayton Jr., G, Florida | $626,000
If you’re talking about Florida hoops this year, you can’t not bring up Walter Clayton Jr. The Gators’ go-to scorer has been torching defenses all season. He put up 18.3 points per game and earned a nod on the John R. Wooden Award Midseason Top 25 Watch List. But his biggest move wasn’t just dropping dimes — it was transferring from Iona to Florida to be closer to home. That decision has paid off … big time.
Clayton has also dominated the NIL game. With deals involving Chomp Out Hunger and the North Central Florida YMCA, he’s not just building wealth — he’s giving back.
“Being able to give back to the community that’s embraced me is a blessing,” Clayton said.
2. Alijah Martin, G, Florida | $469,000
Right alongside Clayton is fellow Gator Alijah Martin, who made waves at FAU by helping them crash the Final Four in 2023. Martin brought that championship pedigree to Gainesville, and his presence has been nothing short of electric.
Off the court, Martin’s cashing in as well. He’s inked NIL deals with RoofClaim.com and Shoot-A-Way, showing he knows his worth and how to build a brand.
3. LJ Cryer, G, Houston | $349,000
LJ Cryer made headlines when he jumped from Baylor to Houston, and it didn’t take long for his name to get hot in both the scoring column and the endorsement world. Averaging 15 points per game during his Baylor stint, Cryer brought that firepower with him, giving Houston an instant offensive boost.
He’s been just as sharp when it comes to branding. With NIL deals like LinkingCoogs and even a feature with Skims (yes, Kim Kardashian’s Skims), Cryer is turning heads off the hardwood, too.
4. Mercy Miller, G, Houston | $340,000
Being Master P’s son means you’ve already got some fame, but Mercy Miller is working hard to make his own name. And it’s working. Even as a freshman, he’s making NIL moves veterans would envy — including a massive $1.4 million deal with Sweetkiwi, a whipped Greek yogurt brand.
5. J’Wan Roberts, F, Houston | $231,000
While some players grab headlines with high-flying plays, J’Wan Roberts is the quiet enforcer every championship squad needs. His steady contributions for Houston have been instrumental to their title chase, and now his NIL value is reflecting that consistency.
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Roberts has linked up with several local brands and initiatives, showing he understands how to turn court credibility into real-world partnerships. His smart approach to branding has made him one of Houston’s most reliable assets — in more ways than one.
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