When Duke landed Cooper Flagg, the No. 1 prospect in the country and arguably the most hyped high school basketball player since Zion Williamson, the college basketball world took notice. But no one could’ve predicted just how historic this signing would become — not just for Duke, but for the entire landscape of name, image, and likeness (NIL) compensation in collegiate sports. According to longtime sports journalist and ESPN contributor Howard Bryant, Flagg may be on track to become the richest college basketball player in history — with an eye-popping NIL valuation that reportedly surpasses $28 million.
Yes, you read that right. Twenty-eight million dollars. For a college freshman.
What began as whispers within inner NIL circles exploded into national conversation this week when Bryant, during an appearance on ESPN Radio, revealed that Flagg’s representatives have already secured sponsorship, licensing, and appearance deals that push the Maine native’s total NIL worth into unprecedented territory. “It’s not a projection. It’s not a guess. The deals are in place,” Bryant said. “Cooper Flagg is already, at this moment, one of the richest amateur basketball players of all time.”
For context, the average NBA rookie contract for a top-three pick hovers between $8 and $12 million guaranteed over three to four years. Flagg, before he’s played a minute of college basketball or even officially suited up in a Duke uniform, is reportedly worth more than double that figure in a single year. It’s a staggering development — one that’s sent shockwaves through college athletics and sparked fresh debates over the evolving nature of amateurism in the NIL era.
Flagg’s meteoric rise has been well-documented. After dominating the AAU circuit and putting together a legendary career at Montverde Academy, Flagg reclassified to the 2024 class and committed to Duke in a move that sent Durham into a frenzy. Duke fans and NBA scouts alike had already dubbed him a generational talent — a 6-foot-9 unicorn with elite court vision, two-way dominance, and a competitive fire reminiscent of the greats.
But what no one fully grasped at the time of his commitment was just how bankable his brand would become.
Within days of Flagg announcing his decision to attend Duke, top corporate sponsors flooded in with interest. Major shoe companies — reportedly Nike and Adidas among them — began negotiating multi-million-dollar NIL packages. Luxury watchmakers, energy drinks, and tech companies also joined the mix. One Fortune 500 source familiar with the deal-making process said, “It was a bidding war. Cooper Flagg isn’t just a basketball player — he’s a brand. And brands are the currency now.”
Sources close to the Flagg family say the 17-year-old has signed agreements with over a dozen companies, each offering everything from commercial campaigns and exclusive merchandise lines to equity stakes and backend bonuses based on social engagement and merchandise performance. Combined, those deals amount to a valuation that could make him wealthier than many current NBA veterans before he even declares for the draft.
It’s not just about the money, though. Flagg’s impact transcends dollars and cents. His presence at Duke is set to redefine what it means to be a college basketball star in 2025.
“This is the future of the sport,” Bryant explained. “You have a kid who could’ve gone to the G League. He could’ve gone overseas. He could’ve taken $5 million somewhere else. But instead, he chose Duke, knowing full well that he could not only contend for a national title but also control his brand from day one.”
That control is already evident. Unlike many athletes who license their image through collective-managed deals, Flagg’s camp has taken a far more sophisticated approach. They’ve partnered with one of the top sports marketing firms in the country and reportedly structured each NIL contract to ensure full creative authority, long-term scalability, and protection of his intellectual property.
One NIL legal expert, who asked not to be named, described the structure of Flagg’s deals as “NBA-level professional.” According to the expert, Flagg and his team aren’t just chasing short-term cash; they’re building a sustainable empire. “He’s essentially created a media and marketing company around himself — before his 18th birthday,” they said.
The broader implications of Flagg’s payday are enormous. For Duke, it further cements the program as the most powerful brand in college basketball. Despite recent challenges and a changing NCAA landscape, Duke remains the gold standard for elite talent, and Flagg’s decision to stay in college rather than pursue professional routes only reinforces that.
For other top recruits, the message is equally clear: you no longer need to leave college early to secure life-changing wealth. The NIL era has made it possible for players to stay in school, play on national television, and still earn millions.
Flagg’s arrival at Duke also adds a new layer of pressure — both on and off the court. While he’s shown he can handle the spotlight, the expectations now surrounding him are unparalleled. Every game will be scrutinized. Every highlight clip will go viral. Every quote, every appearance, every social media post — all will feed into a machine of hype that could either elevate him to superstardom or suffocate under the weight of impossible standards.
And yet, those who know him best say he’s more than ready.
“He’s not fazed,” said a longtime family friend. “He’s been preparing for this moment for years. The lights don’t scare him. The money doesn’t change him. If anything, it fuels his drive to prove he’s worth every dollar and more.”
Flagg himself has remained relatively quiet about his earnings. In his rare public appearances, he emphasizes team goals, national championships, and development — not dollar signs. During a recent Duke practice session open to the media, Flagg was asked if he felt any added pressure knowing his NIL deals made him one of the most valuable athletes in college sports history. His response was simple and direct: “Pressure’s nothing new. I’m here to win.”
Whether he ultimately delivers on the sky-high expectations remains to be seen, but one thing is certain: the world will be watching.
Beyond the personal spotlight, Flagg’s situation reignites the larger conversation about equity and opportunity in college sports. Critics argue that such astronomical payouts for a single player distort the playing field and deepen the divide between elite programs and everyone else. Supporters counter that athletes like Flagg are finally being compensated fairly for the revenue they generate — and that’s something to celebrate.
Bryant, who’s covered sports for over two decades, believes Flagg represents a new chapter in college basketball — one that blends old-school tradition with modern-day opportunity.
“What we’re seeing with Cooper is the evolution of the college athlete into a full-fledged entrepreneur,” he said. “He’s still wearing the Duke uniform, but he’s running a business. And he’s doing it without compromising the game.”
It’s a sentiment that resonates throughout Durham. Fans are already lining up for Flagg jerseys, and ticket prices for Duke’s home games have surged since his commitment. There’s even talk that ESPN is planning to expand its coverage of Duke games this season — not just because of the Blue Devils’ national title hopes, but because of the Flagg effect.
One ACC rival coach, speaking anonymously, put it this way: “He’s like LeBron walking into the NCAA. We’ve never seen anything like this.”
As the 2025-26 season inches closer, all eyes will remain fixed on Cameron Indoor Stadium. Will Flagg live up to the billing? Can Duke ride his talent to another championship banner? And will this $28 million milestone usher in a new era of athlete empowerment — or simply signal the end of amateurism as we know it?
Only time will tell. But for now, Cooper Flagg isn’t just the face of Duke basketball. He’s the face of the future.
And he’s doing it his way — with talent, with purpose, and with $28 million in the bank.
