Cooper Flagg has emerged as a prominent beneficiary in the NIL (name, image, and likeness) era of college sports, having reportedly amassed an impressive income during his year at Duke.
Nevertheless, top recruits and NBA Draft hopefuls are not the sole beneficiaries in this new landscape. Over 50 early-entry candidates chose to pull their names from the 2025 NBA Draft ahead of the late May deadline, opting to return to school for NIL opportunities.
Boston Celtics president of basketball operations, Brad Stevens, remarked in May, “This year’s draft class has been more influenced by NIL and the evolving pay-for-play scenario than ever before. In some instances, the earnings available at certain colleges may surpass those offered at the end of the first round of the draft. It’s a great advantage for those players.”
This observation holds weight, as evidenced by On3’s list of the most valuable college athletes for the 2025-26 academic year. Let’s explore the top 10 players in men’s college basketball entering this season.
1. BYU F AJ Dybantsa ($4.1 million)
Dybantsa ranks as the highest-earning non-football college athlete for the upcoming academic year, positioned fourth overall. As the #2 prospect in the 2025 college basketball recruiting class (via 247 Sports), this incoming BYU freshman has already secured deals with brands like Nike and Red Bull. However, his most lucrative earnings may stem from a deal with BYU’s NIL collective, potentially valued at around $7 million. Many expect him to be a top pick in the 2026 NBA Draft, suggesting even greater financial prospects ahead.
2. JT Toppin ($4 million)
After leading Texas Tech to the Elite Eight in the 2024-25 season, Toppin attracted a reported NIL deal of $4 million to remain in Lubbock rather than enter the transfer portal or the 2025 NBA Draft. His performance earned him the Big 12 Player of the Year and a second-team All-American accolade, further solidifying his position as the 12th most valuable player in college sports according to On3.
3. Yaxel Lendeborg ($3 million)
By withdrawing from the 2025 NBA Draft, Lendeborg secured a significant NIL package worth around $3 million from Michigan. Having been seen as a potential first-round pick, he opted to play his final college season with the Wolverines, making him the 20th most valuable player in college sports.
4. Jahvon Quinerly ($2 million)
Quinerly capitalized on a transfer to a new school, choosing Florida, which offered him an NIL deal worth over $2 million after he withdrew from the 2025 Draft. Ranked 22nd in the college sports value list, his decision adds to Florida’s strong lineup as they defend their title.
