Basketball’s Highest NIL-Earners in 2024: Ft. Paige Bueckers, Cooper Flagg & More

The final buzzer has sounded on 2024, a year that saw basketball stars like Flau’jae Johnson not just dominate the court but also redefine their worth off it. The game is evolving, and so are its players, navigating the new frontier of Name, Image, and Likeness (NIL) deals. From Cooper Flagg’s meteoric rise to the top of the NIL rankings to Dylan Harper’s signing with both Nike and Red Bull in the same month, 2024 was packed with highlight-reel moments.

In fact, moments like Flau’jae Johnson being named in Forbes 30 Under 30, exemplified the new era of basketball brilliance, blending athleticism with cultural impact. As the calendar turns, one thing is certain: these players aren’t just making plays—they’re setting the stage for a whole new game. The question is, who has made the final shot in 2025?

College basketball’s NIL trailblazers: Rising stars, record-breakers, and cultural icons

1. Cooper Flagg

Topping the charts of college basketball stars is the 17-year-old phenom from Duke, Cooper Flagg. A versatile forward and an alumnus of Montverde Academy, he has quickly become a household name. With an impressive $3.3 million NIL valuation and a social media following of 862,000, Flagg is celebrated for his extraordinary court vision and defensive prowess but what helps his NIL ranking to soar is his boundless potential.

However, his NIL success isn’t just about personal gains—it’s also marked by meaningful contributions, such as his philanthropic efforts with the Ronald McDonald House in Durham, North Carolina. On the court, Flagg’s performance justifies his valuation as he averages 16.3 points, 8.6 rebounds, and 3.5 assists per game this season. But he has got tough competition too in our second on the list.

2. Kam Jones

Trailing Flagg is Kam Jones, a senior guard whose NIL value has surged dramatically in recent months. In the first two weeks of December alone, Jones closed the gap to within $900,000 of Flagg’s NIL valuation. A standout for the Marquette Golden Eagles and an alumnus of Evangelical Christian, Jones is currently valued at $1.9 million. His on-court charisma and consistent performances have earned him a devoted fanbase.

Jones’s efficiency is evident in his 48.1% shooting from the field, including 38.1% from beyond the arc. Averaging 14.3 points per game across 116 collegiate appearances, he exemplifies reliability. Whether it’s nailing a buzzer-beater or serving as the offensive backbone for the Golden Eagles, Jones thrives under pressure, solidifying his status as one of basketball’s rising stars. And then, there is the Vols star.

3. Chaz Lanier

Next up is, Chaz Lanier, the senior guard from the Tennessee Volunteers, who has become a standout name in the NIL landscape with an impressive $1.8 million valuation. An evaluation that is just $100,000 shy of Kam Jones, Lanier’s rapid climb has been nothing short of a full-court sprint. A mere month ago, he sat at 10th place among college basketball stars in NIL rankings, but his stellar performance for Coach Rick Barnes’ squad has propelled him to new heights.

Known for his sharpshooting precision and unflappable composure, Lanier boasts a 42% three-point accuracy and an 84.4% free-throw percentage that sets him apart. His NIL valuation skyrocketed by an astounding 2,591% over 10 weeks, climbing from $57,893 to $1.5 million before hitting its current peak—all a testament to his relentless diligence under Coach Rick Barnes’ leadership. Tie-ing the boat with Lanier is the Rutgers freshman.

4. Dylan Harper

Equally impressive is Dylan Harper, the freshman from Rutgers who ties with Lanier with a $1.8 million NIL valuation that justifies his number 1 overall recruit ranking for the class of 2024, as per ESPN. Harper’s game is as fly as his social media following, where 198,000 fans track his every move. 

Averaging 23.3 points per game this season, Harper’s ability to score, facilitate, and lead makes him one of the most versatile scorers and complete players in high school basketball. However, his biggest slam dunk in the NIL arena came in November 2024, when he inked deals with powerhouse brands Red Bull and Nike—worth billions in collective clout. Then we have two!

5. PJ Haggerty and Hunter Dickinson

Next up are PJ Haggerty and Hunter Dickinson. Haggerty, a redshirt sophomore guard, commands $1.8 million thanks to his exceptional scoring ability which has allowed him to score 19.3 points per game while maintaining an impressive free-throw shooting percentage of  78.5%.

Dickinson, on the other hand, is a towering senior center for the Kansas Jayhawks, who has more than once pulled his team out of trouble by his dominant performance in the paint which has helped him to secure a $1.7 million valuation. With 17.2 points and 9.1 rebounds per game across 138 career appearances, Dickinson’s on-court impact is matched by his NIL clout. While the men’s basketball players seem to be ahead, the women’s roster is also following suit with the 2023 National champion first.

6. Flau’jae Johnson

On the women’s side, Flau’jae Johnson and Paige Bueckers lead the charge, each valued at $1.5 and $1.4 million respectively. Johnson, a junior combo guard from LSU, who recently made her debut in the Forbes 30 under 30, exemplifies a crossover between sports and culture. Her 2 million social media followers are captivated not just by her basketball talent but also by her budding music career.

In fact Flu’jae is all set to make history, in one of her recent interviews she stated, “I 100% plan on going to the WNBA and rapping, Nobody’s done that yet, so I gotta be the first. Doing it on that level is so respectable.“

Her stats validate her words as her career averages include 14.3 points, 5.8 rebounds, and 1.6 steals per game. In the 2024-25 season, Johnson has taken her game to another level, by averaging an outstanding 20.9 points per game. With her exceptional work ethic, all that’s left is for her to make history on both the court and the stage.

7. Paige Bueckers

Meanwhile, Paige Bueckers, the senior guard from UConn and proud Hopkins alum, continues to reign as one of the most marketable stars in college basketball. Dubbed the “Caitlin Clark before Caitlin Clark,” Bueckers has earned her nickname “Big Buckets” by living up to the hype both on and off the court.

With a $1.4 million NIL valuation, Bueckers is currently being projected as the No. 1 pick in the upcoming WNBA Draft. Her on-court brilliance—due to which she averages 19.9 points, 4.8 rebounds, and 4.4 assists per game throughout her career—pairs seamlessly with her cultural icon status.

Certainly, she zooms through the floor as smoothly as butter as she does her now iconic TikTok dance move. With 2.9 million followers across social platforms, Bueckers’ reach rivals that of many professional athletes.

NIL has definitely changed the view of college basketball over the years and is moving at the same pace towards the high school balling culture. While not many coaches are happy with the NIL era taking over their student-athletes, the ability of the young talents to create a legacy both in name and assets can easily be called a change for good. It will be interesting to see how the list changes by the next year.