Cooper Flagg, a freshman basketball sensation at Duke University, has secured $4.8 million in Name, Image, and Likeness (NIL) sponsorships, making him one of the most valuable athletes in collegiate sports.
In August 2024, Flagg signed a five-year contract with New Balance. The first year is on NIL terms, with the next four years structured like a traditional endorsement deal, demonstrating the brand’s commitment to Flagg’s budding career.
Flagg’s association with Gatorade began in October 2024, after he was named the Gatorade Best Male Player of the Year. This collaboration connects Flagg with a brand that is synonymous with athletic achievement.
Flagg signed a multi-year contract with Fanatics, a major sports goods firm, in January 2025, expanding his market reach even further.
These endorsements illustrate not just Flagg’s on-court abilities, but also his considerable marketability and influence in the sports world. His current NIL valuation places him second among all college athletes, trailing only Texas Longhorns quarterback Arch Manning, who is valued at $6.5 million.
Flagg’s outstanding performance during the 2024-2025 season has been critical to Duke’s success, cementing their position as national championship contenders. His contributions not only improved his team’s performance, but also established new standards for NIL valuations in college basketball.
The significant gains from these NIL transactions have generated speculation regarding Flagg’s future. Despite being anticipated as the #1 choice in the 2025 NBA Draft, Flagg may return to Duke for another season. The financial incentives provided by NIL opportunities may parallel or even exceed the revenues from an NBA rookie deal, putting Flagg in a unique position to thoroughly consider his alternatives. ​
Flagg’s case demonstrates the revolutionary impact of NIL regulations on collegiate athletics, which allow athletes to capitalize on their market value while still in school. This transition enables student-athletes to choose career selections that strike a balance between immediate cash rewards and personal and professional growth. ​​
Cooper Flagg’s success in earning significant NIL deals highlights the rising potential for sportsmen to capitalize on their talents and public popularity, changing traditional paths to professional sports careers. ​​
