The landscape of college basketball has transformed dramatically since 2021, thanks to a game-changing decision: the lifting of bans on Name, Image, and Likeness (NIL). This pivotal shift opened the door to a wealth of money-making opportunities for athletes, many of whom are still in their teenage years. The impact has been significant, as numerous athletes have been quick to seize these opportunities, turning their athletic skills and social media presence into lucrative ventures.

This year has been a breakout moment for several rising stars in the college basketball NIL scene. With 2025 just around the corner, we’re taking a look back at the top five athletes who have truly dominated the NIL game, raking in the most money and solidifying their place at the top.

1. Cooper Flagg – $3.3 million

When Cooper Flagg committed to Duke last year while still playing for Montverde Academy, he created a considerable amount of buzz in the college basketball world. So when he made his debut for Duke, Flagg already had a significant fandom which caught the attention of industry giants eager to partner with him. Now, when 2024 comes to an end, Flagg’s NIL valuation has boomed to a whopping $3.3 million which perfectly portrays his off-court marketability.

Duke’s freshman standout capitalized on his stardom and secured deals with major brands like Nike, and just a few months before his debut with the Blue Devils, he signed with New Balance. In the last 10 weeks alone, Flagg’s NIL value has grown by 23%, adding $600k to his total. With a current valuation of $3.3 million, he’s now the highest NIL-valued player in college basketball.

For a better picture, Flau’jae Johnson, who’s not only making a name for herself in college basketball but also in the hip-hop world, has an NIL value of $1.5 million—still a far cry from Flagg’s $3.3 million. The LSU guard is three years older than Flagg and in her junior year at LSU, while Flagg is just a freshman at Duke. It defines how much of a rising star he is, with an NIL value more than double Johnson’s.

2. Kam Jones – $1.9 million

The 22-year-old guard for the Marquette Golden Eagles has firmly established himself as one of college basketball’s top earners. Sitting in second place on the NIL standings with a value of $1.9 million, according to On3, Jones is having his best season so far. The Marquette senior is averaging 20.3 points per game, a figure better than his previous three seasons.

While his social media following might not be huge—only 15.4k on Instagram—he has still managed to secure lucrative deals that have significantly boosted his earnings. If he keeps up his strong play, there’s a good chance his NIL valuation could surpass the $2 million mark sooner than expected.

3. Chaz Lanier – $1.8 million

After joining the AP-ranked No. 1 Tennessee team, Chaz Lanier is currently the third-highest NIL-valued hooper in the NCAA. Ranked 26th overall among all college athletes, Lanier’s first season with Tennessee has already been a major success, both on and off the court.

Just a month ago, he was ranked 10th among college hoopers in NIL value, but his impressive performance for coach Rick Barnes’ squad. Despite having a relatively small Instagram following of just over 12k, Lanier’s brilliant performance on the court has translated into significant NIL success. Lanier is another example that shows that performance can outweigh social media numbers when it comes to earning potential.

4. Dylan Harper – $1.8 million

Dylan Harper, the 18-year-old guard for Rutgers has turned heads and it’s not just because of his impressive legacy as the son of former NBA star Ron Harper. While many might have expected him to rank even higher on the NIL valuation list, Harper still holds strong at the fourth spot, with a value similar to that of senior Chaz Lanier.

Harper’s performance on the court certainly proves why he deserves that place. In his freshman year, he’s averaging an impressive 23.3 points per game. Notably, he’s only the second freshman, after Cooper Flagg, to crack the top five NIL earners in college basketball. With a strong Instagram following of 230k, Harper has already secured major deals with brands like Nike and Red Bull in 2024, helping his NIL value soar past the $1 million mark.

5. PJ Haggerty – $1.8 million

The 20-year-old Memphis Tiger athlete, who’s in his junior year, is making a significant impact in the NIL rankings, securing the fifth spot with an estimated value of $1.8 million—on par with players ranked third and fourth. What sets Haggerty apart, though, is that he’s the only athlete in the top rankings with a modest Instagram following of just 6,174 followers, yet he’s still cracked the $1 million mark in NIL earnings.

This season, Haggerty has averaged 22.5 points per game, which has helped him attract deals with The Flying T Club and Bluff City NIL. Despite being at his third college program, Haggerty’s strong on-court performance and smart business moves have placed him among the top earners in college basketball.

With talent, savvy business moves, and growing marketability, these top earners are setting the stage for future generations to benefit from this new landscape.