For years, the path for elite college basketball players was simple: dominate the NCAA, enter the NBA or WNBA draft, and start earning big. However, the game has changed since 2021, with the introduction of Name, Image, and Likeness (NIL) rules.
Now, top college basketball players can cash in on their fame while still in school, with some earning amounts comparable to professional salaries
Why Today’s College Basketball Stars Can Skip the NBA and Still Get Paid
The shift in the landscape means the traditional dream of going pro is no longer the only avenue for financial success. In 2025, today’s college hoopers can stay in school and still rake in substantial earnings without ever stepping foot in the NBA.
The introduction of name, image, and likeness (NIL) rights has dramatically reshaped the landscape of college basketball.
This new opportunity enables student-athletes to profit from endorsements, social media, and more while maintaining their NCAA eligibility. This new opportunity has blurred the lines between college and professional basketball, narrowing the financial gap for elite players.
The NBA is no longer the default destination for top talent. Several factors contribute to this shift. First, the NBA draft is highly competitive, with only 60 spots available annually, drawing a global pool of prospects.
Finally, NIL’s financial benefits encourage players to stay in school longer, allowing them to focus on their education and long-term career goals. Today, college players can earn substantial amounts through NIL deals, even without a professional contract.
These opportunities include collaboration deals with brands, which enable players to earn up to millions of dollars, and social media endorsements, appearances, and merchandise sales.
One of the best instances is Duke’s Cooper Flagg whose NIL value is determined to be close to $5 million—this figure is higher than the earnings of athletes playing in foreign leagues and also G-League players who have been affected by the rise of NIL.
NIL has shifted the incentives for college athletes. With financial rewards on the table, players are less inclined to leave college early. As one Reddit user pointed out:
“Rodney Rice… just signed for USC for 3 million… Can you imagine being a Rice-tier player from before this era and seeing this?”
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“How pissed are pre-NIL college basketball players when they see these players getting millions per year now?”
Before NIL, players like Rice would have had to go pro to make substantial money, but today’s college stars can secure impressive earnings while still in school.
This transformation allows athletes to gain valuable experience, build their personal brands, and amass wealth—all without needing to rush into the uncertainties of the NBA draft.
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