Cooper Flagg has become one of the most heavily marketed men’s college basketball players in recent years. Despite his rise as a major star in the era of name, image, and likeness (NIL) rights, Flagg may be considered both one of the most commercially valuable and simultaneously undervalued college athletes to date.
During his time at Duke, Flagg secured deals worth at least $28 million, as revealed by longtime journalist Howard Bryant in a discussion with Bob Costas at 92nd Street Y in New York City. This $28 million figure primarily reflects Flagg’s contracts with New Balance and Fanatics. According to Bryant, Flagg earned a $13 million contract with New Balance, though it is unclear if these figures represent annual or total contract values. When Flagg signed with New Balance in August 2024, ESPN noted the deal was for a “significant” sum. New Balance also features him alongside other prominent athletes like Kawhi Leonard, Tyrese Maxey, and Cameron Brink in advertising campaigns.
Flagg also entered into a multi-year exclusive deal with Fanatics, which included his first “rookie” card in the 2025 Bowman University Chrome Set. Beyond this, Flagg secured other NIL agreements during the 2024-25 season with companies including Gatorade—making him the first male college basketball player to sign such a contract—AT&T, Cort Furniture, and The NIL Store. However, the precise worth of these supplemental deals remains uncertain.
Reports suggest the total value of Flagg’s NIL deals significantly exceeds the widely cited estimates. ON3 valued his annual NIL earnings at approximately $4.3 million during the 2024-25 season, ranking him second among college athletes, trailing only Texas quarterback Arch Manning, who earned about $6.6 million annually.
Flagg fulfilled his promise as a top Duke recruit by averaging 19.2 points, 7.5 rebounds, 4.2 assists, 1.4 blocks, and 1.4 steals per game, shooting 48.1% from the field and 38.5% from three-point range. He also led Duke to the Final Four, where they were defeated in the national semifinals in Houston.
Following his standout season, Flagg declared for the 2025 NBA Draft. The Dallas Mavericks are widely expected to select him as the No. 1 overall pick later in June. At the draft event, Flagg’s earnings will soar with his first NBA contract, which Spotrac projects as a four-year deal worth $62.7 million—surpassing his NIL earnings to date.
Fan Take: Cooper Flagg’s groundbreaking NIL deals highlight how college players can now cash in on their talent and marketability like never before, marking a significant shift in college sports economics. For basketball fans, this evolution means the sport is becoming more intertwined with business, potentially attracting higher-caliber athletes motivated by both prestige and financial opportunities.
