In the evolving landscape of collegiate athletics, Name, Image, and Likeness (NIL) deals have transformed how student-athletes monetize their personal brands. Two standout figures in this arena are Paige Bueckers of the University of Connecticut (UConn) and Cooper Flagg of Duke University. Their remarkable NIL earnings not only underscore their on-court prowess but also highlight the expanding commercial opportunities for college athletes.
Paige Bueckers: A Trailblazer in NIL Earnings
Paige Bueckers, a junior guard for the UConn Huskies, has emerged as a leader in NIL earnings among female athletes. In 2024, she was the top-selling female athlete in apparel sales, a streak she has maintained since April 2024. Her NIL portfolio is both diverse and impressive, featuring partnerships with major brands such as CeraVe Skincare, Panini America, Madison Reed, Unrivaled, StockX, Topps, Bose, CVS Pharmacy, Taco Bell, Dunkin’, Nike, and Gatorade. These collaborations reflect a strategic approach to brand alignment, enhancing her personal brand while promoting products and services that resonate with her audience.
Bueckers’ success extends beyond individual endorsements. In December 2024, she was recognized as the top-earning female athlete by the NIL Store, surpassing competitors like Nika Mühl of UConn and Angel Reese of LSU. This accolade underscores her significant influence both on and off the court. Her ability to secure and manage these deals serves as a blueprint for other female athletes navigating the NIL landscape.
Cooper Flagg: Capitalizing on Marketability and Performance
Cooper Flagg, a freshman forward for the Duke Blue Devils, has swiftly ascended in the NIL arena. As of March 2025, his NIL valuation stands at $4.8 million, positioning him among the top-earning college athletes. Flagg’s NIL portfolio includes partnerships with The NIL Store, Fanatics, Gatorade, Court Furniture, New Balance, and CAA for NIL representation. His marketability is bolstered by his impressive performance, averaging 22.8 points, 6.8 rebounds, 4.4 assists, 1.5 steals, and 1.1 blocks per game, with shooting percentages of 53.8% from the field, 48.0% from three-point range, and 85.7% from the free-throw line. These statistics not only highlight his athletic prowess but also enhance his appeal to brands seeking to align with top-tier talent.
Flagg’s rapid rise in NIL earnings has sparked discussions about his future in college basketball. Some suggest that he might consider remaining at Duke for another season, potentially foregoing a high NBA draft pick. This strategy could allow him to maximize NIL opportunities, with estimates indicating potential earnings between $6 million to $8 million through deals at Duke. However, this decision is complex, weighing the benefits of additional NIL income against the risks associated with delaying a professional career.
Conclusion
The NIL experiences of Paige Bueckers and Cooper Flagg exemplify the new opportunities available to collegiate athletes. Their ability to secure substantial endorsements reflects their athletic achievements and personal brands’ strength. As the NIL landscape continues to evolve, Bueckers and Flagg’s strategies offer valuable insights for fellow student-athletes navigating this dynamic environment.
