Cooper Flagg’s NIL earnings at Duke were twice what he was expected to make as a rookie.

College Basketball Now a Goldmine for Star Players

The college basketball landscape has transformed into a highly profitable arena for elite athletes — and no one exemplifies this better than former Duke phenom Cooper Flagg.

During his lone 2024–25 season with the Blue Devils, Flagg delivered on every expectation tied to his status as the No. 1 overall recruit. He led Duke to an impressive 35–4 record and a Final Four appearance, earning prestigious honors like ACC Player of the Year and the Naismith Men’s College Player of the Year. But Flagg’s influence extended well beyond his on-court dominance.

Cooper Flagg’s Groundbreaking NIL Earnings

Flagg’s market value as a college athlete proved historic. According to journalist Howard Bryant in an interview with Bob Costas, Flagg’s total NIL (Name, Image, and Likeness) earnings at Duke reached a staggering $28 million — far exceeding previous projections. That total includes two headline deals: $13 million from New Balance and $15 million from Fanatics, both multi-year contracts.

Earlier reports had pegged Flagg’s NIL earnings closer to $4.8 million, but those figures didn’t account for the full extent of his endorsements. Beyond New Balance and Fanatics, he also secured sponsorships from Gatorade, Cort Furniture, and The NIL Store, further solidifying his standing as one of the highest-earning college athletes of all time.

Details Behind the Deals

Flagg’s partnership with New Balance, signed in August 2024, held particular significance due to his Maine roots and the brand’s local presence. Fanatics capitalized on his fame with exclusive merchandise, including Topps Bowman basketball cards. These endorsements not only rewarded his performance — averaging 19.2 points, 7.5 rebounds, and 4.2 assists per game — but also his humble personality and reputation as a hard-working leader.

NIL Earnings vs. NBA Salary

Flagg is expected to be the No. 1 pick in the 2025 NBA Draft, with the Dallas Mavericks securing that top selection. His projected rookie contract is worth $62.7 million over four years, with a first-year salary of $13.8 million. That means his NIL income alone more than doubled his initial NBA paycheck — a remarkable milestone that underscores how college athletes can now earn more than many pros before they even enter the league.

NIL’s Impact on the College Game

The introduction of NIL has fundamentally reshaped college sports. Players like Flagg are now able to fully capitalize on their personal brand and national visibility while still in school. As Bob Costas noted, this is especially impactful for athletes in sports like women’s basketball, where professional salaries are often far lower than what’s now possible through NIL.

While Flagg chose to jump to the NBA after just one year, his earnings raise a compelling case for why some top athletes might consider extending their college careers. With endorsement deals following him into the pros, he’ll continue building his brand alongside a projected $62.7 million contract — putting him on a lucrative path early in his professional journey.

Flagg’s combination of elite basketball skills and commercial appeal signals a new era, where dominating the court is only half the game — and financial success can start well before the NBA.