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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 <a target="_blank" href="https://www.foxsports.com/college-basketball/duke-blue-devils-team">Duke</a>.
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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.
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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."
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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.
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<strong>1. </strong><a target="_blank" href="https://www.foxsports.com/college-basketball/byu-cougars-team"><strong><u>BYU</u></strong></a><strong> F AJ Dybantsa ($4.1 million)</strong>
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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 <a target="_blank" href="https://www.foxsports.com/college-basketball/byu-cougars-team">BYU</a> 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, <a target="_blank" href="https://x.com/AdamZagoria/status/1866513492221817272"><u>potentially valued at around $7 million</u></a>. Many expect him to be a top pick in the 2026 NBA Draft, suggesting even greater financial prospects ahead.
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<strong>2. </strong>JT Toppin ($4 million)
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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.
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<strong>3. </strong>Yaxel Lendeborg ($3 million)
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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.
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<strong>4. </strong>Jahvon Quinerly ($2 million)
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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.
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