As March Madness 2025 kicks into high gear, the spotlight isn't just on the court—it's also on the bank accounts of college basketball's biggest stars.
With Name, Image, and Likeness (NIL) deals now a staple of collegiate sports, let's take a look at the highest-paid athletes in this year's NCAA tournament.
The Million-Dollar Club
Cooper Flagg - Duke Blue Devils
Leading the pack is Duke's freshman sensation, Cooper Flagg, with an astounding NIL valuation of $4.8 million. The 6'9" forward has taken the NCAA by storm, earning ACC Player of the Year honors and establishing himself as the frontrunner for the Wooden Award. Flagg's partnerships with major brands like Gatorade, Fanatics, and New Balance have solidified his position as the highest-valued basketball player in the NCAA.
Braden Smith - Purdue Boilermakers
Coming in second is Purdue's Braden Smith, boasting an impressive $1.9 million NIL valuation Smith's on-court performance has clearly translated into off-court earnings, making him a key player to watch both in the tournament and in the NIL landscape.
PJ Haggerty - Memphis Tigers
Memphis guard PJ Haggerty rounds out the top three with a $1.7 million NIL valuation. Haggerty's scoring prowess—averaging 21.8 points per game—has not only helped secure Memphis a No. 5 seed in the West region but has also attracted lucrative endorsement deals.
Other Notable Earners
- Kam Jones (Marquette): Tied for the fifth-highest NIL valuation in college basketball at $1.6 million.
- Mark Sears (Alabama): While his exact valuation isn't disclosed, Sears recently inked a deal with CAVA, a fast-casual Mediterranean restaurant chain, alongside other top college basketball stars.
- Several of College Basketball's highest NIL earners missed the tournament. Hunter Sallis ($2M, Wake Forest), Dylan Harper ($1.6M, Rutgers), Ace Bailey (1.6M, Rutgers), Maxime Raynaud (1.8M, Stanford) and others got knocked during conference play.
The Impact of NIL on March Madness
The introduction of NIL deals has dramatically changed the landscape of college basketball. Players now have the opportunity to cash in on their fame and success while still competing at the collegiate level. This new dynamic adds an extra layer of intrigue to March Madness, as fans follow not only the on-court action but also the financial success of their favorite players.
Looking Ahead
As NIL deals continue to evolve, we may see even more lucrative opportunities for college athletes. Cooper Flagg's success, in particular, could set a new precedent. There's speculation that his NIL earnings potential could reach $16 million or more if he decides to stay at Duke for another year.
The 2025 March Madness tournament is shaping up to be one of the most exciting yet, both for the basketball and the business of college sports. As these young stars compete for glory on the court, they're also setting themselves up for financial success off it—a win-win situation that's changing the face of collegiate athletics.
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