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‘I Want to Return Back for Another Season’: Cooper Flagg on Challenges in Securing Lucrative NIL Deals
In a college basketball world that has been flipped on its head by the rise of NIL (Name, Image, and Likeness), few stars shine brighter—or face more complex decisions—than Cooper Flagg. The Duke Blue Devils freshman phenom, hailed as one of the most electrifying players in recent memory, is making headlines once again. But this time, it’s not about his highlight-reel blocks or his silky-smooth offensive game. Instead, it’s about a decision that could alter the college basketball landscape: Flagg wants to return for another season, despite the allure of the NBA and the multi-million-dollar contracts that come with it.
While most projected top-five picks are quick to leap at the NBA draft after one standout year, Flagg is taking a more calculated—and heartfelt—approach. His reason? “I love Duke. I love college basketball. But honestly, it’s also about trying to figure out how I can make staying here worthwhile financially. NIL isn’t as easy as people think.”
At 6-foot-9 with elite athleticism, a high basketball IQ, and the ability to guard all five positions, Flagg took the 2024–25 college basketball season by storm. Averaging 17.8 points, 8.1 rebounds, 3.3 assists, and nearly 2.5 blocks per game, he established himself as one of the most versatile players in the game—and a projected top-three pick in nearly every mock draft.
He led Duke deep into the NCAA Tournament, capturing the imagination of fans and drawing comparisons to NBA stars like Kevin Durant and Paul George. His meteoric rise from high school phenom to college sensation seemed to signal an inevitable early departure to the NBA.
But then came the unexpected twist.
In a candid interview with The Athletic earlier this week, Flagg said the words that shocked fans, agents, and insiders alike: “I want to return back for another season.” His tone was calm but confident, his message clear. He’s not finished writing his college story. Yet that decision comes with one significant caveat—he needs the right NIL backing.
“I’m not blind to reality,” Flagg said. “The NBA is there. It’s not going anywhere. But if I can continue to grow here, enjoy my college experience, win a national title, and get paid what I’m worth through NIL—why not stay?”
The evolution of NIL deals in college sports has created a new avenue for student-athletes to earn money, but it has also exposed the gaps and inconsistencies in the system. While top football quarterbacks and marketable athletes in big programs are reportedly making seven figures, others—even stars like Flagg—are finding it hard to navigate the NIL maze.
“People assume someone like me just automatically gets a seven-figure deal,” Flagg explained. “But the truth is, it’s a hustle. There’s a lot of negotiation, a lot of uncertainty, and it’s not always about talent—it’s about marketability, social media reach, brand relationships, and sometimes even politics.”
Sources close to Flagg’s camp suggest that while he has several NIL deals on the table—ranging from apparel endorsements to trading cards and social campaigns—many fall short of the financial security the NBA offers.
“There’s a gap between the hype and the check,” one advisor noted. “The perception is these kids are all millionaires. That’s not the reality.”
Cooper Flagg is undoubtedly one of the most marketable players in college basketball. Yet the NIL market is still maturing. It lacks structure, and most deals are not as lucrative as headlines suggest. According to Opendorse, the average NIL deal for men’s basketball players hovers around $10,000–$25,000, with a small fraction earning in the hundreds of thousands.
Flagg, as a consensus All-American and household name, is undoubtedly in that top-tier bracket. But for someone projected to make $8–10 million as an NBA rookie in guaranteed money, it’s hard to compare.
“There’s a financial opportunity cost,” said one sports marketing analyst. “But if the right booster collective steps up, or a major brand decides to make Flagg the face of their college campaign, staying another year becomes much more feasible.”
Though finances are part of the conversation, Flagg made it clear his decision isn’t just about money. “I want to win a national championship. I want to leave a legacy here at Duke. I want to continue to grow and lead this program.”
That sentiment has sparked massive excitement in Durham. Fans are already starting campaigns urging local businesses and alumni-backed NIL collectives to increase support. The Duke Brotherhood collective has reportedly already begun preliminary talks to restructure and bolster Flagg’s NIL options.
“Legacy matters,” Flagg emphasized. “At the end of the day, I want to look back and know I did things on my terms.”
Head coach Jon Scheyer, who has overseen Flagg’s development from prized recruit to superstar, is fully supportive of whatever decision his player makes. But behind the scenes, he’s doing everything he can to keep Flagg in a Duke uniform for one more season.
“This is a program that supports its players in all aspects—on and off the court,” Scheyer said. “Cooper is not just a phenomenal talent; he’s a phenomenal person. If he chooses to return, we will do everything to help him thrive, including in the NIL space.”
Scheyer’s willingness to evolve and embrace the changing NIL landscape could be a critical factor in retaining not just Flagg, but future stars as well.
If Cooper Flagg does indeed stay another year, it could be a watershed moment for college basketball. It would send a powerful message to elite high school prospects that college can still be a viable—and rewarding—path, not just a stepping stone.
His return would bolster television ratings, increase merchandise sales, and add gravity to the 2025–26 college hoops narrative. From ESPN to CBS, everyone would want a piece of the Cooper Flagg show.
“This would be the biggest story of the offseason,” said one ACC analyst. “We’re talking about a guy who could go No. 1 in the draft choosing to run it back. That’s massive.”
Flagg’s situation highlights the growing need for reform and regulation within the NIL system. There is still no standardized model, no centralized contract database, and no salary floor. This unpredictability is forcing elite players into complex financial decisions that rival those of professionals.
“There’s no playbook,” Flagg said. “You’re figuring it out as you go. You’ve got agents, advisors, compliance officers, sponsors—it’s a lot for a college kid. But I’m learning.”
His maturity in dealing with these issues has been praised across the board, with many pointing to his grounded family and support system as key assets.
Though Flagg has not set a firm timeline, sources say a decision is likely to come before the NBA Draft Combine in May. In the meantime, NIL collectives, sponsors, and boosters are scrambling behind the scenes to make the financial equation work.
“If it makes sense for Cooper to stay, he will,” said a source close to the situation. “But if it doesn’t, nobody can fault him for heading to the league.”
As for Flagg, he’s focused on staying true to himself.
“I don’t want to be rushed into a decision because people expect it,” he said. “I’m going to weigh everything and make the best choice for my future—both on and off the court.”
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