According to Fairfield Stags assistant coach Blake DuDonis, college basketball is rapidly changing and not always for the better.
Entering his third season with the Stags, DuDonis has seen the highs and lows of college hoops across multiple coaching levels, from head coaching at Wisconsin-River Falls to developing All-MAAC talent at Fairfield.
But now, he’s speaking up about what he calls a “broken market” in the women’s basketball transfer portal, fueled largely by NIL (Name, Image, and Likeness) deals and unchecked spending from programs desperate to fill key positions.
Blake DuDonis Sounds Alarm on NIL-Fueled Transfer Portal Chaos
In a series of candid tweets, DuDonis sounded the alarm on how NIL money is disrupting the integrity of team building in women’s basketball.
I don’t think people really understand the market of the portal in WBB.
There are players on mid/bad teams putting up OK numbers getting six-figures from teams because they need the position, especially players 6’2+
The market is broken & it’s not going to be fixed for a bit.
— Blake DuDonis (@BlakeDuDonis) April 17, 2025
The transfer portal, once a place for athletes to seek better fits, has morphed into a high-stakes bidding war. Schools with deep pockets are doling out six-figure NIL deals for players whose performance doesn’t always justify the price tag.
And the result? Unrealistic expectations, followed by swift dismissal when athletes fail to meet them.
NIL Deals Are Changing the Game, for Better and Worse
NIL opportunities have been a game-changer for student-athletes, especially in women’s basketball. The sport dominates the NIL marketplace, with five of the top women’s college athletes in NIL deals from March 2024 to March 2025 coming from women’s basketball, reporting over 3,000 deals.
Take Arizona’s Madison Conner as an example. Though the specifics of her deals remain private, Conner offers personalized video messages ($27), social media promotions ($42), appearances ($45), and autographs ($39). Her value is reflective of a growing trend, college athletes acting as influencers, entrepreneurs, and entertainers in addition to competitors.
But while NIL has created new opportunities, it’s also widened the gap between high-dollar programs and mid-major schools. Coaches like DuDonis are now forced to compete with inflated market values, struggling to retain or attract talent without the backing of lucrative sponsorships.
KEEP READING: Women’s NCAA Top 25 Basketball Teams
DuDonis’ comments highlight a growing concern: the sustainability of the current model. While NIL is here to stay, unchecked bidding wars and unrealistic athlete expectations could harm player development, team chemistry, and overall competitiveness in the long run.
As the market continues to evolve, college basketball needs leaders willing to speak candidly just like DuDonis. His warning isn’t just about fairness in recruiting; it’s about protecting young athletes from being chewed up and spit out by a system chasing short-term gains over long-term success.
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