In a revelation that has sent ripples through the collegiate sports world, former Duke star Cooper Flagg reportedly amassed a staggering $28 million in Name, Image, and Likeness (NIL) contracts during his single season with the Blue Devils. This figure, disclosed by longtime sports journalist and author Howard Bryant, far surpasses previous estimates and highlights the unprecedented financial opportunities available to elite young athletes in the NIL era.
The bulk of Flagg’s monumental earnings reportedly came from two major partnerships: a $13 million deal with athletic footwear and apparel giant New Balance, and a $15 million agreement with sports merchandising powerhouse Fanatics.
The New Balance deal, signed ahead of Flagg’s arrival at Duke, was described as “significant” by ESPN’s Adrian Wojnarowski at the time, and it has now been confirmed to be a multi-year pact that extends into his professional career. This positions Flagg as one of New Balance’s newest signature athletes, a rare and lucrative endorsement for a player entering the NBA.
Similarly, Flagg’s multi-year partnership with Fanatics, announced in January, grants the company exclusive rights to his autographs and game-worn memorabilia, and includes the release of his first “rookie” card as part of the 2025 Bowman University Chrome set. This type of exclusive memorabilia deal is typically reserved for established professional stars like Victor Wembanyama and CJ Stroud, further underscoring Flagg’s immense marketability even before his NBA debut.
While these contracts are likely multi-year agreements spanning beyond his one season at Duke, the sheer scale of the guaranteed money secured by Flagg during his college tenure is a testament to his status as a generational talent and a highly anticipated future NBA lottery pick. Beyond New Balance and Fanatics, Flagg also secured deals with other prominent brands like Gatorade and Cort Furniture, further diversifying his NIL portfolio.
Flagg’s extraordinary NIL earnings during his time at Duke not only set a new precedent for college basketball players but also ignited broader discussions about the evolving landscape of amateur athletics, the value of education versus athletic compensation, and the potential disparities within the NIL ecosystem.
