Who Are the Top NIL Earners of the 2025 College Basketball Season?
NIL continues to redefine college basketball, with 2025 marking another year where financial power rivals on-court dominance. At the top of the list is AJ Dybantsa, whose NIL valuation ranges between $6.5 million and seven million dollars. Considered a generational talent with crossover appeal, Dybantsa’s brand extends beyond basketball, making him one of the most marketable athletes in the country. His position at the top underscores how NIL has become just as much about a player’s cultural and media presence as it is about production on the floor. Close behind, Michigan’s Yaxel Lendeborg has emerged as one of the sport’s biggest winners, commanding between $2.5 million and 3.5 million dollars in deals. His move into the national spotlight with the Wolverines has solidified his value and shown the growing influence of major programs in boosting their players’ earning potential.
The Big 12 also boasts some of the top earners in college basketball, with Kansas State’s PJ Haggerty pulling in upwards of three million dollars. Haggerty’s explosive scoring ability has translated into an NIL portfolio that reflects his high ceiling as both a player and brand. At Texas Tech, JT Toppin has secured one of the most lucrative deals of the offseason, signing a package reportedly worth up to four million dollars. His athleticism and versatility make him a cornerstone for the Red Raiders’ on-court success, while his deal positions him as one of the highest-paid athletes in college basketball. Together, Haggerty and Toppin highlight how NIL has shifted the balance of power across conferences, with stars finding ways to monetize their talent no matter where they play.
On the national stage, other players are also cashing in at historic levels. UCLA’s Donovan Dent is earning around three million dollars, benefitting from the exposure that comes with playing at one of college basketball’s most iconic programs. Florida’s Boogie Fland matches Dent with three million dollars in NIL value, showing how players from both coasts can command premium opportunities when paired with the right mix of talent and spotlight. Purdue’s Braden Smith presents a different perspective, opting for loyalty over maximizing his earnings. Smith reportedly turned down multiple seven-figure transfer offers to stay with the Boilermakers, yet still collects about two million dollars. His decision highlights that NIL does not only reward those who chase the biggest payday—it can also strengthen the bond between players and programs when athletes value continuity and culture alongside financial gain.
The transfer portal has only intensified NIL dynamics, with players leveraging fresh starts into major deals. Moustapha Thiam, who moved from UCF to Cincinnati, arrives with significant momentum, expected to be both a frontcourt anchor and a face of the program’s marketing campaigns. Josh Dix, transferring from Iowa to Creighton, has lined up an NIL package worth over one and three-quarters million dollars, reflecting the demand for proven talent ready to elevate a new roster. Bryce Hopkins, another headline-making transfer, left Providence for St. John’s in exchange for a deal reportedly valued at more than $1.5 million. Hopkins will be one of the key names to keep in mind at the NIL Players Era Tournament this upcoming November. Hopkins’ move is particularly notable given St. John’s location in one of the country’s biggest media markets, where NIL visibility is magnified. These cases show how the transfer market has become just as much about brand building as it is about basketball fit.
What is striking about the 2025 season is the diversity of NIL beneficiaries and the range of programs represented. From generational prospects like Dybantsa to veteran transfers such as Hopkins and Dix, players at all stages of their careers are securing life-changing earnings. NIL is no longer a side story in college basketball; it is a central force shaping rosters, rivalries, and recruiting battles. As programs adjust to the realities of retaining and attracting talent, the financial arms race will only continue to escalate. For now, the top earners of 2025 reflect a new era where success in college basketball is measured not just by wins and championships, but by the ability to thrive in a marketplace where athletic performance and personal branding go hand in hand.
