Cooper Flagg, a freshman forward for the Duke Blue Devils, has significantly impacted college basketball both on the court and in the realm of Name, Image, and Likeness (NIL) endorsements. In October 2024, Flagg made history by signing an NIL deal with Gatorade, becoming the first men’s college basketball player to partner with the iconic brand. This milestone was achieved shortly after he secured an exclusive agreement with Topps, a leading sports trading card company, further solidifying his status as a trailblazer in collegiate athlete endorsements.
These strategic partnerships have significantly boosted Flagg’s NIL valuation, which, as of March 2025, is estimated at $4.8 million. This substantial figure places him among the top-earning college athletes, trailing only figures like Shedeur Sanders and Livvy Dunne. The financial opportunities available to Flagg are a testament to the evolving landscape of college athletics, where NIL rights have opened new avenues for student-athletes to profit from their personal brands.
On the court, Flagg’s performance has been nothing short of exceptional. In a game against Virginia, he recorded his seventh double-double of the season, contributing 17 points and 14 rebounds to Duke’s 80-62 victory. This achievement underscored his versatility and dominance, as he became the first Atlantic Coast Conference player in 25 years to accumulate 500 points, 100 assists, and 30 blocks in a single season. Such statistics highlight his all-around game and potential for a successful professional career.
Looking ahead, Flagg is projected to be the No. 1 pick in the 2025 NBA Draft. However, his recent comments have introduced an element of uncertainty regarding his immediate future. Expressing a desire to return to Duke for a second season, Flagg has surprised many observers, given his high draft projections and lucrative NIL earnings. This sentiment has sparked discussions about the evolving dynamics of college basketball, where financial incentives and personal development opportunities may influence players’ decisions to remain in school longer.
The convergence of Flagg’s on-court excellence and off-court business acumen exemplifies the transformative changes in collegiate athletics. His ability to secure significant NIL deals while maintaining a high level of performance has set a new standard for student-athletes. As the NCAA continues to navigate the complexities of NIL regulations, Flagg’s journey offers insight into the future of college sports, where athletes can capitalize on their talents and marketability without foregoing their collegiate experience.
