Meet the March Madness Millionaires: From Duke’s Cooper Flagg to Purdue’s Braden Smith, College Athletes Are Raking in Eight-Figure NIL Deals
The landscape of college basketball has dramatically shifted in recent years, with the introduction of Name, Image, and Likeness (NIL) rights allowing student-athletes to profit from their personal brands. As a result, several players are not only making a name for themselves on the court but are also securing lucrative NIL deals worth millions. Among the most prominent figures are Duke’s Cooper Flagg and Purdue’s Braden Smith, who are raking in impressive eight-figure earnings.
Cooper Flagg: A Superstar in the Making
Cooper Flagg, a freshman at Duke University, has quickly become one of the most marketable athletes in college basketball. Standing at 6-foot-9 and already dominating the hardwood with his skills, Flagg has earned a spot as one of the top prospects for the 2025 NBA Draft. His impressive performances have led him to secure several high-profile NIL deals that rival those of seasoned professionals.
Flagg’s marketability exploded in 2024 when he signed a groundbreaking deal with New Balance, marking a significant milestone in the world of college athletics. His partnership with the sportswear giant was followed by another game-changing move in August 2024: Flagg became the first men’s college basketball player to ink a deal with Gatorade, joining the ranks of NBA superstars like Jayson Tatum. This was just the beginning for Flagg, as he secured additional deals with major brands like Fanatics, further increasing his NIL value.
By March 2025, Flagg’s NIL valuation had skyrocketed to $4.8 million, making him one of the highest-earning student-athletes in the country. His earning potential is expected to rise even further as his basketball career continues to develop. His success off the court highlights the growing influence of NIL in collegiate sports, and Flagg is positioned to become one of the biggest stars in both college basketball and the business world.
Braden Smith: Purdue’s Rising Star
At Purdue University, sophomore guard Braden Smith has also emerged as a key figure in the NIL landscape. Known for his dynamic play on the court, Smith has been integral to Purdue’s success this season. His all-around game and leadership have made him a fan favorite, but his earning potential off the court is just as impressive.
Smith’s NIL value has grown exponentially over the past year. His partnership with major brands has helped elevate his profile, and his NIL valuation has jumped by a staggering 134% in just a few months. From a valuation of $698,000 in December 2024, Smith’s worth climbed to $1.6 million by March 2025, reflecting his growing influence and appeal to marketers. His steady rise in the NIL space signals a shift in how student-athletes are now valued, with emerging stars like Smith leveraging their marketability to secure substantial financial opportunities.
The Broader Impact of NIL in College Sports
The increasing earnings of players like Flagg and Smith are part of a broader trend that is reshaping college athletics. NIL deals have allowed athletes to capitalize on their fame and secure financial rewards that were previously unavailable to them. However, this new reality is not without its challenges. The disparity between high-profile players with lucrative deals and others who struggle to gain significant attention highlights the growing divide in college sports.
Furthermore, the rise of NIL deals has sparked debates about the potential long-term impact on college athletics. While some argue that NIL provides athletes with fair compensation for their talents, others worry about the focus shifting from team success to individual brand-building. Regardless of the debate, there’s no denying that athletes like Flagg and Smith are leading the way for a new era in college sports.
Looking Ahead: A New Era for College Athletes
As NIL continues to evolve, the stories of players like Cooper Flagg and Braden Smith will set the standard for future college athletes seeking to balance their academic, athletic, and financial aspirations. With high-profile endorsements and the opportunity to profit from their personal brand, today’s college athletes are entering a new era of independence and financial empowerment. The future of college sports is poised to look very different from what it once was, with athletes increasingly becoming entrepreneurs and global brands in their own right.
