College sports have long been defined by passion, competition, and deep-rooted traditions that captivate fans nationwide. However, introducing Name, Image, and Likeness (NIL) deals has ushered in a new era, giving athletes room to earn money from their brands.
This shift has sparked a lot of controversy. Among the most talked-about developments is Xaivian Lee’s $6 million shoe and NIL deal, a landmark agreement with fans buzzing.
Understanding NIL Deals in College Sports
The NCAA changed the game in 2021 by allowing athletes to profit from their name, image, and likeness. These NIL deals encompass many opportunities, from endorsement contracts to social media sponsorships.
Since the rule change, over 10,000 NIL agreements have been signed, with an average value hovering around $50,000, according to source data. This shift has allowed athletes to cash in on their fame, but it has also stirred debates about equity and the essence of amateur sports.
Xaivian Lee’s Journey to Stardom
Lee, a 6’4”, 180-pound guard from Toronto, Canada, has emerged as one of college basketball’s most electrifying talents. After three standout seasons at Princeton, where he earned unanimous First-Team All-Ivy League honors in 2023/2024 and 2024-25, Lee transferred to the Florida Gators for the 2025/2026 season.
His decision came after Florida’s 2025 national championship, making him a key player in their bid for back-to-back titles.
NEW: Princeton transfer guard Xaivian Lee is set to make a combined $6M between Florida’s NIL collective & international shoe brand Serious Player Only, @PeteNakos_ reports💰https://t.co/KLbxn52fJS https://t.co/eEf2PKryw7 pic.twitter.com/3FDl25Tms6
— On3 (@On3sports) May 29, 2025
During the 2024/2025 season at Princeton, Lee averaged 16.9 points, 6.1 rebounds, and 5.5 assists per game across 30 starts, shooting 43.9% from the field and 36.6% from three-point range. He set a Princeton single-season record with 165 assists and became the first Tiger to record a triple-double, posting 18 points, 13 rebounds, and 10 assists against Saint Joseph’s on Dec. 11, 2024.
Lee also notched a second triple-double against Penn and recorded a 21-point, 11-assist double-double against Rutgers, showcasing his versatility against high-major competition.
Details of the $6 Million NIL and Shoe Deal
Announced a few hours ago, Lee’s multi-year deal with Serious Player Only, an international shoe and apparel brand, marks a historic moment in college sports. Valued at a combined $6 million through Florida’s NIL collective and the brand partnership, the agreement includes a signature shoe line and apparel, making Lee the first NCAA NIL athlete to sign a shoe deal with an international company.
This deal surpasses many of the most lucrative NIL agreements to date. For comparison, Livvy Dunne’s 2022 deal with Passes was reported at $1 million, while USC’s Caleb Williams secured a $2.7 million NIL portfolio in 2023. Lee’s package, which dwarfs these figures, reflects his unique marketability as a dynamic guard on a championship-contending team.
Serious Player Only, aiming to expand its global footprint, sees Lee as a future face of the brand, alongside Toronto Raptors rookie Jonathan Mogbo. The deal has sparked admiration for its boldness but also raised eyebrows. Critics argue it exacerbates disparities among athletes, as only a select few can command such sums.
Fan Reactions to Xaivian Lee’s NIL Deal
The announcement of Lee’s deal sent shockwaves through social media, with fans voicing outrage and admiration. One tweet from fitch3432 captured a common sentiment: “This is ridiculous! How can a college athlete make $6 million while others struggle to get by? It’s not fair!” . This reflects a belief that such disparities undermine the level playing field college sports once promised.
KEEP READING: Xaivian Lee’s Agent Confirms Crucial NBA Draft Decision After Transfer Portal Move to Florida
Similarly, dukefanhall05 wrote, “NIL deals are ruining college sports. It’s all about money now, not the love of the game”. This comment taps into a nostalgia for an era when amateurism reigned supreme, a view shared by many longtime fans.
On the flip side, flaccolamar offered praise: “Good for Xaivian Lee! He deserves to be compensated for his talent and hard work”. This perspective sees NIL as a long-overdue correction to a system that profited off athletes without sharing the wealth.
The divide in fan opinions underscores a broader tension: the clash between tradition and modernization. While some decry the commercialization, others celebrate the empowerment of athletes like Lee. What’s clear is that this deal has ignited a conversation that won’t fade anytime soon.
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