College sports battles are moving off the court. The introduction of NIL has given student-athletes an edge to profit from their own branding. Players like Cooper Flagg have best raked in the benefits of it, with an estimated valuation of $4.2 million. But the space may be concentrated with a few bagging the most lucrative deals. Likely navigating that, a new venture has announced its arrival, bringing the focus on a different set of athletes.

With the new year came the launch of Momentous Sports Partners as a full-service agency. Founded by Joey Pennavaria and Daniel Hennes, it aims to target athletes who are here to stay for longer than the ones who are projected to be first-round NBA draft picks during their freshman years. This includes 5th-year Kansas senior Hunter Dickinson and 5th-year North Carolina guard, RJ Davis among 25 others.

“We want to be somewhat complementary, but also not even necessarily recruiting the same guys as the top NBA agencies,” Pennavaria told On3. “Those guys are gonna go after the Cooper Flaggs, the guys that are for-sure one-and-dones.” Once, they would have gone after similar names too, but the co-founder realises there are more long-term athletes in the college who are brimming with talent and who are professionals in their own right.

Declaring for the NBA draft right after high school or the first year of college was a popular practice due to financial security. Shaquille O’Neal was one such name, though he ended up continuing thanks to his parents. Spencer Haywood was another, who admits he would have stayed in college had NIL been introduced back then. Now Pennavaria & Co. aims to fill this gap, helping players with deals as they wish to continue in the college space.

“There’s so many more athletes now in college basketball that need representation because they’re professionals, as well, and can make really good money – life-changing money. They’re not NBA deals or NBA-sized deals, but there’s so many of these guys that need this help. That’s the white space that we saw,” she says.

Projected to be no.1 NBA draft, Cooper Flagg has seen no shortage of lucrative deals. He became the first male college basketball player to sign with Gatorade in October last year. Just a couple of months prior, he had signed a shoe endorsement deal with New Balance. He gives just the competition to the likes of Olivia Dunne and Travis Hunter in the rankings. But now, with Momemtous Sports Partners, he may find more on the list.

Though no Cooper Flagg level guarantees, new venture best fit for Hunter Dickinson

After playing for the Michigan Wolverines for 3 years, Hunter Dickinson decided to transfer to Kansas Jayhawks for the 2023-24 season. The reason behind the decision had sparked quite the conversation– NIL valuation. The star centre was earning less than a hundred thousand during his freshman year. He would eventually learn he could earn 5-times that at a top-tier program. Kansas, with its collectives — pooled by a group of donors and alumni — had a better offering. And while that drew scrutiny, Dickinson was clear with his reasoning.

“I did have a legacy there and I basically gave that up to try to be selfish and do what’s best for me and my career, not what’s best for anybody else’s career,” he had conveyed via ESPN.

Dickinson’s current valuation stands at $1.7 million with a portfolio including partnerships with Kim Kardashian’s brand, Skims, and the beverage company Keurig. As for RJ Davis, his collaborations with Keurig, ZIPS Car Wash, Simple Truth and Nerf, amount to about $600,000 net worth.

Having a career spanning across 5 years, averaging 17.3 points, 9.2 rebounds and 15.4 points, 3.9 rebounds, respectively, the athletes finally find dedicated representation. Though not larger-sized deals like a Cooper Flagg sees as Pennavaria notes, it is still a positive step.