The Name, Image, and Likeness (NIL) era has changed the game for college basketball players. Since the NCAA lifted restrictions on NIL deals in July 2021, athletes can now legally earn money while playing at the college level. NIL basketball players are securing lucrative sponsorships, launching personal brands, and capitalizing on their popularity like never before.
But how exactly do NIL deals work for college basketball players? And who are the top-earning NIL athletes in the sport? Let’s break it all down.
What Is NIL in Basketball?
NIL in basketball refers to college and high school players monetizing their name, image, and likeness through sponsorships, endorsements, and personal branding. Unlike professional contracts, these deals don’t involve salaries from the team—they come from brands, fans, and NIL collectives.
What Can NIL Basketball Players Do?
✔️ Sign endorsement and sponsorship deals.
✔️ Earn money from social media promotions.
✔️ Sell personal merchandise and autographs.
✔️ Partner with NIL collectives for financial opportunities.
✔️ Appear in commercials, events, and video games.
Example:
- Bronny James, son of LeBron James and USC freshman, is the highest-paid NIL basketball player, with deals from Nike, Beats by Dre, and PSD Underwear.
- Caitlin Clark, Iowa’s star guard, has signed NIL deals with Nike, Gatorade, and State Farm.
How NIL Basketball Players Make Money
1. Brand Endorsements & Sponsorships
Basketball players are some of the most marketable athletes in NIL. Brands love partnering with players who have national exposure, especially those competing in March Madness.
✔️ Shoe Deals – Nike, Adidas, and Under Armour are signing players early.
✔️ Apparel Partnerships – Brands like Fanatics and PSD Underwear are offering deals.
✔️ Food & Beverage Sponsors – Gatorade, Dunkin’, and Raising Cane’s have partnered with athletes.
Example:
- Duke’s Kyle Filipowski signed an NIL deal with Chevy to promote their latest vehicles.
- Kentucky’s Reed Sheppard has multiple NIL deals, including one with White Greer & Maggard Orthodontics.
2. Social Media Monetization
Basketball players with large social media followings earn big money from TikTok, Instagram, and YouTube.
✔️ Sponsored posts – Brands pay athletes to promote products.
✔️ YouTube ad revenue – Players create vlogs, game-day content, and Q&As.
✔️ TikTok Creator Fund – Athletes earn money based on video views.
Example:
- Jared McCain, a Duke freshman, built a massive TikTok following and landed sponsorships with TurboTax and Champs Sports.
3. NIL Collectives & Booster-Funded Deals
Many college basketball teams pool donor money into NIL collectives to ensure top players get compensated. These collectives pay players for promotional work, social media posts, and event appearances.
Example:
- Kansas Jayhawks’ Mass St. Collective pays basketball players for appearances and promotions.
- Texas Longhorns’ Burnt Ends NIL Collective ensures athletes receive compensation for community engagement.
Who Pays?
✔️ Wealthy alumni and donors.
✔️ Fans who contribute to NIL funds.
✔️ Local businesses supporting school athletics.
I have a blog post about NIL Collectives if you’d like to learn more about it.
4. Merchandising & Autograph Sales
Many NIL basketball players make money by selling jerseys, signed posters, and NFTs.
✔️ Custom apparel – Hoodies, T-shirts, and sneakers.
✔️ Signed memorabilia – Jerseys, basketballs, trading cards.
✔️ NFTs & digital collectibles – Exclusive online assets.
Example:
- Armando Bacot from North Carolina partnered with Topps to release a custom trading card series.
5. Video Game Licensing & Media Deals
Basketball players will get paid for their likeness in upcoming video games like EA Sports College Basketball.
✔️ Video game licensing – Players receive a share of game revenue.
✔️ TV & media appearances – Athletes get paid for commercials and ads.
Example:
- NIL basketball players will be featured in EA Sports’ NCAA Basketball game, where they receive compensation for their likeness.
Top NIL Basketball Players & Their Earnings
| Player | School | Estimated NIL Earnings | Major NIL Deals |
|---|---|---|---|
| Bronny James | USC | $7.5 million | Nike, Beats by Dre, PSD Underwear |
| Caitlin Clark | Iowa | $3.4 million | Nike, Gatorade, State Farm |
| Reed Sheppard | Kentucky | $2.5 million | Fanatics, Raising Cane’s |
| Kyle Filipowski | Duke | $2.2 million | Chevy, TurboTax |
| Flau’jae Johnson | LSU | $2.1 million | Puma, Zales |
The Impact of NIL on College Basketball
NIL has completely changed college basketball, and its effects are being felt in recruiting, team management, and athlete careers.
1. Top Recruits Are Picking Schools Based on NIL Deals
Athletes are now choosing colleges not just for basketball opportunities, but for NIL potential. Schools with strong NIL collectives have a recruiting advantage.
✔️ Schools like Kentucky, Duke, and Kansas have elite NIL programs.
✔️ Miami landed top talent thanks to their booster-backed NIL deals.
2. Players Are Staying in College Longer
Before NIL, top players left for the NBA as soon as possible to make money. Now, many are staying in college longer because they can earn millions without turning pro.
Example:
- Oscar Tshiebwe (Kentucky) stayed for an extra year because he earned over $2 million in NIL deals.
3. Women’s College Basketball Is Thriving
NIL has helped grow women’s basketball, with stars like Caitlin Clark and Angel Reese becoming household names.
✔️ Women’s players are signing big NIL deals because of their massive social media presence.
✔️ LSU’s Flau’jae Johnson signed a Puma deal thanks to her success on and off the court.
The Future of NIL in Basketball
The NIL landscape is still evolving, and experts predict:
✔️ Even bigger NIL deals for future recruits.
✔️ More structured NIL contracts with legal protections.
✔️ Universities investing in in-house NIL programs.
✔️ More NIL-driven player transfers as athletes chase the best financial opportunities.
Final Thoughts: Is NIL Good for College Basketball?
NIL has transformed college basketball, allowing players to make money, build their brands, and stay in school longer. While it’s still a work in progress, one thing is clear:
NIL isn’t just changing the game—it’s redefining the future of college basketball.
What do you think about NIL in college hoops? Drop a comment below!