As college basketball continues to evolve in the NIL era, a handful of powerhouse programs are separating themselves financially. According to CBS Sports’ Matt Norlander, 10 men’s college basketball teams are set to spend at least $10 million on NIL contracts in 2025 — a group that includes traditional blue bloods Duke, Kentucky, and North Carolina.
Joining them on the high-spending list are Arkansas, BYU, Indiana, Louisville, Michigan, St. John’s, and Texas Tech. These programs have leaned heavily into NIL to build and maintain elite-level rosters in the new recruiting climate.
While several schools are making big moves, Kentucky may be operating on an entirely different level. According to longtime college basketball insider Jeff Goodman, it’s Kentucky that may be in a league of its own when it comes to NIL spending.
“I’m not sure anyone is gonna touch Kentucky’s NIL payroll this season… not even BYU,” Goodman tweeted, hinting that the Wildcats may have built the most lucrative NIL operation in college hoops.
I’m not sure anyone is gonna touch Kentucky’s NIL payroll this season … not even BYU.
— Jeff Goodman (@GoodmanHoops) April 21, 2025
Under head coach Mark Pope, the Wildcats have aggressively pursued top-tier talent in the transfer portal and through high school recruiting. Much of that success can be attributed to the school’s robust NIL support system, which has given Kentucky a competitive edge in landing big-name players.
In today’s college basketball world, NIL spending power is becoming just as important as tradition and coaching. With the 2025-2026 season on the horizon, programs like Kentucky are showing that dominating in the NIL game is key to building a championship-contending roster — and they’re not showing any signs of slowing down.
Tweet of the Day
Possibly my favorite thing about this *projected* roster: positional versatility.
Kentucky will have MANY legit options at every position on the court throughout the season, with most players being able to play 2-3 spots. pic.twitter.com/sX12IEAYnp
— WT – Lamont Enthusiast (@WildcatsTongue) April 22, 2025
Mark Pope is cooking.
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