Cooper Flagg hasn’t played a minute in the NBA yet, but the future top draft pick is already shattering records, not just in performance, but in earnings.
According to veteran journalist Howard Bryant, Flagg pulled in an astonishing $28 million in NIL (Name, Image, and Likeness) deals during his sole season at Duke, marking an unprecedented financial milestone for a college athlete.
During a discussion hosted at New York’s 92nd Street Y, Bryant revealed the jaw-dropping numbers, surprising even long-time broadcasting legend Bob Costas.
“He had a $13 million deal with New Balance and then $15 million with Fanatics,” Bryant said, referencing contracts Flagg reportedly secured during his time with the Blue Devils.
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These figures suggest a landmark moment in collegiate sports, where the landscape continues to evolve under NIL reforms.
While the $28 million total likely spans the life of the deals rather than a one-year payout, it nonetheless underscores the growing commercial value of elite NCAA athletes – particularly those with a clear path to professional stardom.
Flagg’s off-court empire takes shape
Flagg, who is widely projected as the No. 1 overall pick in the 2025 NBA Draft, has already become a cornerstone for both New Balance and Fanatics, joining an exclusive circle of young athletes whose appeal transcends basketball.
His agreement with New Balance, described as “significant” by ESPN’s Adrian Wojnarowski, positions him as one of the brand’s most prominent future ambassadors.
His Fanatics deal puts him in the same league as sports up-and-comers like Victor Wembanyama, CJ Stroud, and Paul Skenes.
Flagg‘s first official trading card – released through the 2025 Bowman University Chrome collection – is already a collector’s item, reinforcing the commercial enthusiasm surrounding his name.
On the court, Flagg delivered a standout year at Duke, averaging 19.2 points and 7.2 rebounds per game, guiding the Blue Devils to a Final Four berth and collecting national accolades along the way.
His mix of talent, maturity, and star quality has not only captured the attention of NBA scouts but also major corporations eager to align with his image. Costas used the moment to reflect on the broader shifts in collegiate athletics.
“That’s why, at least, it’s more profitable for a woman… a female college basketball player to stay in college and collect the NIL,” he said, alluding to Caitlin Clark and the modest salaries of the WNBA.
Costas also critiqued the narrative around NIL, noting, “There’s this idea that there’s this personal animosity and competition. There’s not.”
While Costas didn’t deny the chaos NIL rules have introduced to college sports – particularly around recruiting and retention – he emphasized that the pre-NIL era was rife with its own inequities.
“People were okay with the corruption, but not okay with the chaos,” he noted.
Flagg‘s earnings not only break records but signal a shift in the very structure of college basketball.
As NCAA athletes gain access to professional-level endorsement opportunities, Flagg‘s case may well become the blueprint for future stars hoping to capitalize on their value long before draft night.
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