Cooper Flagg isn’t only winning in college basketball: He’s changing the financial game for amateur athletes. The Duke phenom has racked up millions in NIL deals before playing an NCAA tournament game, demonstrating that elite prospects no longer need to bite the bullet and rush to the NBA. From a small-town, in Maine, to becoming Gatorade’s second-ever men’s college basketball ambassador, Flagg’s travels show what today’s stars can cash in on while working on their game. But what if his unprecedented success leads to the question: Could this 18-year-old freshman really turn down being the No. 1 pick in the draft and stay in school?

What is world-changing about Flagg’s tale? But he’s not treating college as a short pitstop like most of those top prospects; he’s building an empire. His NIL portfolio rivals what many NBA vets get, his high school stat line sounds like video-game numbers, and his decision to enter next spring’s draft could end up costing him, or making him over $100 million. This is not just another phenom story, it’s the blueprint for the next generation of basketball.

What are Cooper Flagg’s NIL deals as of 2025?

Flagg has an endorsement portfolio that reads like a veteran All-Star’s resume. At just 20, his Gatorade deal (October 2024) was a milestone — he’s just the second men’s college basketball face of the sports drink giant. “This has been a huge year for me on and off the court, and Gatorade has supported me the entire time,” Flagg said of the partnership that stands out in that it hits close to home — he used to drink Gatorade at practices when he was growing up in rural Maine.

Notably, in August 2024, Flagg signed with New Balance, a major coup for the brand. The deal has special significance – their manufacturing facilities are located just 25 miles from his hometown in Newport. The brand rejoiced by tweeting: “Cooper Flagg, The Intelligent Choice.” Not to be outdone, Fanatics signed him to an exclusive multi-year deal in January 2025 that included his own Topps Bowman basketball card — the first ever featuring an active Duke player.

In addition to the cornerstone deals (worth $4.8 million per On3), the school has partnerships in place with Cort Furniture for dorm essentials and The NIL Store’s “Hometown Hero” collection. What is the hallmark of Flagg’s approach? He values brand fit over fast cash — something not often seen in college athletes.

Which high school did Cooper Flagg attend? 

Flagg began at tiny Nokomis Regional High in Newport, where he exceeded all expectations as a freshman. The averages of 20.5 points, 10 rebounds, and, 6.2 assists per game earned him the distinction of being Maine’s first freshman Gatorade Player of the Year. The local kid who used to destroy all intimate gyms introduced himself on a national level within the state championship, win with 22 points and 16 rebounds.

So when Flagg transferred to Montverde Academy in Florida — an incubator for NBA talent — it caught the attention of the basketball world. The adjustment wasn’t easy. “It took some adjusting from being clearly the star to one of several good players,” 247Sports analyst Eric Rossi admitted. But Flagg flourished, guiding Montverde to a perfect 34-0 senior season and a clean sweep of the National Player of the Year awards: Gatorade National Player of the Year, Mr. Basketball USA, and Naismith Prep Player of the Year.

What is Cooper Flagg’s net worth and salary?

Flagg occupies a historic crossroads in athlete economics. As the clear-cut No. 1 NBA prospect with a possible $12+ million rookie contract lined up, the typical route would require a leap to the pros right away. But in a surprise move that baffled experts, the Duke rookie told The Athletic: “Sh–, I want to come back next year,” a comment that means his NIL success could rewrite the playbook for elite talent. This unprecedented flexibility allows Flagg to be the first player in draft history to shun the draft’s top stop without suffering a financial hit.

Bobby Marks of ESPN did the math: “Returning could cost him $75-125 million in potential NBA earnings by pushing back his service clock for max contracts.” But Flagg’s situation — seven-figure NIL income and a promising development track at Duke — makes this the first true test of NIL’s ability to keep elite prospects in college.

For an ACC Player/Rookie of the Year season (18.9 ppg, 7.5 RPG), Flagg’s value continues to rise. Whether he declares or stays, one thing is clear: His mix of business savvy and basketball IQ has crafted a new blueprint for next-gen stars.

The story of Cooper Flagg is about more than basketball — it’s an extraordinary lesson on the power of the modern athlete. From his rewriting of Maine’s record books to his construction of a burgeoning million-dollar NIL empire before celebrating his 19th birthday, he has shown that stars of today can blaze their own trails. Whether he leaves the college ranks for the NBA draft or if he should opt for another season in the same place, one thing is clear: Flagg has changed the game for the future.

So what’s next? Keep watching. Will he be the first freshman to pass on the No. 1 pick? Could his NIL value truly exceed the NBA rookie pay? One thing’s for sure — wherever Flagg decides to go, the basketball world will follow.