March Madness 2025: Top NIL Deals
March Madness is currently in full swing, and the NCAA is receiving significant attention online as basketball fans make bets on their favorite teams. This year, the NCAA Men’s and Women’s Basketball Tournaments are continuing to evolve the landscape for college athletes by promoting Name, Image, and Likeness (NIL) rights.
Since the NCAA’s policy change in July 2021, college athletes have been encouraged to promote their personal brands by having sponsorships, endorsements, merchandise, and other business opportunities.
We compiled a list of the top NIL deals this year below, including the players and teams with the most investments.
Top NIL Earners in March Madness
1. Cooper Flagg
Leading with the most NIL valuations is Cooper Flagg, an 18-year-old freshman from Duke University. Flagg has notably been a strong player in the NCAA, with a 28-3 regular-season record and being the ACC Player of the Year.
His excellent performance on the court has translated into his earnings off the court, with an estimated NIL valuation of $4.8 million. This makes Flagg the second highest-paid out of all student-athletes, trailing only University of Texas quarterback Arch Manning.
2. Paige Bueckers
For the women’s league, there’s a star player who continues to dominate both on and off the court. Guard for the University of Connecticut Huskies, Paige Bueckers, has already secured numerous endorsements with brands such as Gatorade, Nike, and Bose. In fact, her impressive portfolio of endorsements put her at a value of $652,000 for the 2024 season.
With her persistence and determination after having two ACL surgeries, we predict that her valuation for this season is going to be around $1.4 million. Her marketability is also emphasized by UConn’s status as the most marketable women’s team in this year’s tournament.
Top Team NIL Investments
1. Arkansas Razorbacks
The Arkansas Razorbacks currently stand as one of the top teams with the most NIL influence. With their new coach, John Calipari, and relations with famous donors such as billionaire John H. Tyson, the Razorbacks have proven to be a highly influential team.
With its committed sponsorship with Tyson Foods, Arkansas is noted to have an estimated NIL budget of $5 million. This financial commitment has led to significant program enhancements and has attracted top players.
2. Kentucky Wildcats
Also with an estimated $5 million in NIL value, the Kentucky Wildcats are a significant team in this NCAA tournament.
The program’s unique collective, Club Blue, has successfully raised $1 million from fans who donate every year. In addition to this, Kentucky is profiting off of its large donor support, ensuring the Wildcats remain competitive in the evolving collegiate landscape.
3. Kansas Jayhawks
The Kansas Jayhawks are just shortly behind the Razorbacks and Wildcats in regard to their NIL expenditure. The Jayhawks have profits exceeding $4 million and continue to invest heavily in its basketball program.
Despite coach Bill Self’s negative public opinion on reported figures, the presence of NIL collectives such as Mass St. Collective and partnerships with brands like Fanatics and Rally House truly showcase the program’s financial commitment.
NIL Influence
As March Madness 2025 unfolds, the impact of NIL agreements is stronger than ever. It’s a win-win for both players and marketing teams. Athletes are constantly improving their performance to secure financial rewards, while programs are strategically investing in NIL initiatives to create better competition between teams.
This changing landscape not only encourages college athletes to be more daring and hardworking, but it also sets the stage for a more dynamic and financially empowered generation of young adults.
