The Landscape of NIL: Who Are the Highest Paid NCAA Basketball Players?
The advent of Name, Image, and Likeness (NIL) deals has revolutionized college sports, allowing athletes to profit from their personal brand while still in school. This new era has significantly impacted college basketball, attracting top recruits and incentivizing players to stay in school longer. NIL and the transfer portal have created a landscape where athletes are finding ways to monetize their skills and fame. As fans clamor for College basketball tournament odds, plenty of highly rated young players hold NIL valuations of over $1 million. These include incoming freshmen, transfer additions, and seasoned veterans who have established themselves as program staples. These stars have taken different paths to their current positions, but they all share one thing in common: lucrative NIL deals. They rank among the top 50 highest-paid college athletes, regardless of sport.
The Impact of NIL on College Basketball
The rise of NIL has changed the dynamics of college basketball. The former Butler coach's assertion seems to be correct when you look at On3's most valuable college athletes entering the 2025-26 academic year. Boston Celtics president of basketball operations Brad Stevens noted in May, "This year’s draft class, more than any ever, has been affected by the NIL and the new pay-for-play. The money can be higher in some of these schools than the bottom of the 20s in the draft. Good for them." This statement underscores the financial incentives now available to college athletes, influencing their decisions about entering the NBA Draft or remaining in school. At least 50 early-entry candidates withdrew their names from the 2025 NBA Draft ahead of the late May deadline with plans to return to school and cash in on NIL opportunities.
Top 10 Highest-Paid NCAA Basketball Players
Here's a look at the 10 most valuable players in men's college basketball entering the 2025-26 season, based on On3's valuations:
1. AJ Dybantsa (BYU, Forward): $4.1 Million
AJ Dybantsa is the highest-valued non-football college athlete entering the 2025-26 academic year, coming in at No. 4 on the overall list. The incoming BYU freshman, who is ranked as the No. 2 prospect in the 2025 college basketball recruiting class (via 247 Sports), already has reported deals with Nike and Red Bull. But the bulk of his potential college earnings might have come with the deal he struck with BYU’s NIL collective, reportedly securing a deal worth around $7 million. That’s just scratching the surface on Dybantsa’s potential career earnings, though, as many prognosticators have him being one of the top few picks in the 2026 NBA Draft. Dybantsa received a deal from BYU reported to fall somewhere in the $4-7 million range as a high school prospect. Now, he will attempt to lead the Cougars to their first ever Final Four and national championship. The nation’s top-ranked recruit heading into the 2026 season, Dybantsa has yet to play a second of college basketball and already he’s the sport’s highest-paid player.
2. JT Toppin (Texas Tech, Forward): $2.8 Million
Toppin had Texas Tech on the precipice of its second Final Four appearance, leading the Red Raiders to the Elite Eight in 2024-25. After a sophomore season where he averaged 16.3 points and 8.5 rebounds per game, Toppin attended the draft combine only to return to Texas tech for another year. As a result, the program rewarded him in order to ensure he wouldn’t enter the transfer portal or 2025 NBA Draft. It was reported that Toppin is expected to earn $4 million in NIL after he announced his decision to remain in Lubbock in April. Toppin’s reported deal with Texas Tech’s NIL collective is the only reported NIL deal he has. Toppin won Big 12 Player of the Year and was named a second-team All-American after scoring 18.2 points per game in the 2024-25 season. He’s the 12th-highest-valued player in college sports, per On3. Toppin, like Lendeborg, was viewed as a first-round NBA Draft pick after his 2024-25 season. Toppin started his career at New Mexico. He moved onto Texas Tech as a sophomore. Texas Tech opened up its wallet to keep Toppin in Lubbock.
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3. Yaxel Lendeborg (Michigan, Forward): $2.3 Million
Michigan not only got Lendeborg to remain in college for another season, but it also made him one of the highest-valued players in the sport. After the UAB transfer removed his name from the 2025 NBA Draft in late May, CBS Sports reported that Lendeborg received an NIL package from Michigan worth around $3 million. Prior to his decision to remain in school, Lendeborg was viewed as a potential first-round pick in June’s draft. Lendeborg nearly entered the 2025 NBA Draft before deciding to withdraw and transfer from UAB to Michigan. In his third year as the starter, Klubnik has been the face of the Tigers for nearly the entire run of NIL deals thus far. Now, the two-time first-team All-AAC member will play his final year of college hoops in Ann Arbor, giving Dusty May’s Wolverines the No. 1 player in the transfer portal this offseason, per 247 Sports. He’s also the 20th-highest valued player in college sports, per On3. Lendeborg, a senior, moved from UAB to Michigan, spurning the NBA Draft for an NCAA payday. Lendeborg, who led the conference in rebounding and was named a two-time Defensive Player of the Year, was expected to be a late first-round draft pick. Lendeborg brings us back to the veterans as he suits up for his senior season. Lendeborg played at JUCO before spending two years with the Blazers. The production had many believing he’d be a late first-round draft pick. Michigan decided to match his expected professional payout.
4. Boogie Fland (Florida, Guard): $2.1 Million
Fland also profited from his decision to remain in college, but transfer to a different school. The former Arkansas guard declared for the 2025 Draft, but removed his name from consideration and opted to head to Florida and receive an NIL package from its collective worth over $2 million, according to CBS Sports. Fland is no stranger to endorsements. Fland, who averaged 13.5 points per game as a freshman in 2024-25, was the 22nd-ranked prospect in the 2024 recruiting cycle, via 247 Sports, giving the defending champs another player with high upside. Fland is also the 22nd-highest-valued player in college sports, per On3. Before that, he’ll be a Blue Devil, having signed with the ACC program over Miami and reigning national champion Florida.
5. Donovan Dent (UCLA, Guard): $2 Million
UCLA didn’t need to incentivize Dent to remain in school. However, Dent was incentivized to make the move from New Mexico to UCLA earlier this offseason. The 2024-25 Mountain West Player of the Year reportedly received a $3 million NIL deal to transfer to UCLA in March, according to The Santa Fe New Mexican. He received $2 million of that deal up front, while he'll earn the other $1 million during the 2025-26 season. Dent signed with the Bruins in the offseason. Dent spent three seasons at New Mexico, leading the Lobos to a pair of NCAA Tournament appearances. The guard entered the transfer portal after the ’24 campaign. Dent, who is the 23rd-highest-valued player in college sports, averaged 20.4 points per game as a junior last season.
6. Jayden Quaintance (Kentucky, Forward): $1.9 Million
Quaintance is the youngest player on this list. Even though he won’t turn 18 until July, Quaintance already has a year of college hoops experience, playing at Arizona State this past season. After being named to the Big 12’s All-Defensive and All-Freshman teams, Quaintance entered the portal and landed at Kentucky. While he has a pair of reported deals with PSD Underwear and Panini America, Quaintance likely cashed in on Kentucky’s growing NIL budget, too. Kentucky is rumored to be one of the three-highest NIL spenders in college basketball for the 2025-26 season, helping Mark Pope land a talented transfer portal class. Quaintance, who is also ranked No. 26 in On3’s most valuable college athletes list, is rehabbing from an ACL tear, but he’s hopeful to be back on the court early next season as he seeks to be a top pick in the 2026 draft.
7. Braden Smith (Purdue, Guard): $1.9 Million
Smith decided to forgo early entry into the 2025 NBA Draft, opting to play one more season at Purdue. Smith is another seasoned veteran that’s been around the Big Ten for years. The guard has started more than 110 games with the Purdue Boilermakers over the last 3+ seasons. Smith averaged a career-high 15.8 points per game last year, adding another threat to his already deadly arsenal. Purdue is paying him handsomely in hopes of making another postseason run. Smith, who has reported NIL deals with Hey Dude Shoes and The NIL Store, also has a reported deal with Purdue’s NIL collective, per On3. However, it wasn’t reported if Smith agreed to a new deal with the collective when he announced his decision to remain in college for another year. Regardless, the Boilermakers will have the reigning Bob Cousy Award winner, Big Ten Player of the Year and one of the Naismith National Player of the Year finalists back on their roster for his senior season. That’s something that was becoming a rarity in the pre-NIL era. Smith is ranked 28th in On3’s most valuable college athletes list.
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8. Moustapha Thiam (Cincinnati, Center): $1.8 Million
Another transfer, Thiam moved on from UCF to Cincinnati following his freshman season in 2024-25. Ranked 32nd in On3’s most valuable college athletes list, Thiam doesn’t have any reported deals with a brand, per On3. However, he inked a $2 million NIL deal to join Cincinnati, the Orlando Sentinel reported in April. Thiam averaged 10.4 points, 6.4 rebounds and 2.6 blocks per game this past season.
9. Oscar Cluff (Purdue, Center): $1.7 Million
Purdue is the only team with multiple players on this list. Unlike Smith, though, Cluff transferred into the Boilermakers’ program in the offseason. The 34th-ranked player in On3’s most valuable college athletes list, Cluff doesn’t have any reported deals with any individual brands. However, Cluff’s junior college basketball coach insinuated that he turned down a school that offered more NIL money to join Purdue in an interview with the IndyStar. Cluff helped South Dakota State reach the NCAA Tournament this past season, averaging 17.6 points and 12.3 rebounds per game.
10. PJ Haggerty (Kansas State, Guard): $1.7 Million
A year after making Coleman Hawkins one of the highest-paid players in the NIL era, Kansas State dished out another rich deal for a top transfer. Haggerty, ranked 35th on On3’s most-valued college athletes list, reportedly agreed to a $2.5 million deal ($2 million base, $500,000 incentives) with Kansas State, according to On3. That’s actually lower than what he was seeking, as his father believed he could’ve snagged a $4 million NIL deal, the Field of 68 reported. Haggerty doesn’t have any reported NIL deals with a brand, per On3. He was third in the nation in scoring this past season, averaging 21.7 points per game at Memphis.
Other Notable Players
Cameron Boozer, the son of former NBA star Carlos Boozer, committed to Duke as a five-star recruit. He plans to see plenty of opportunity to cash in both on and off the court with an NIL valuation of more than $2 million. Philon is in Year 2 at Alabama after helping the Crimson Tide reach an Elite Eight as a freshman. The guard was once considered a four-star recruit and Top 50 high school basketball prospect. Philon’s role is expected to grow as a sophomore in Tuscaloosa. Dix is a senior guard that’s in his first season with a new program. He’s since landed at Creighton where he looks to make immediate waves in the Big East. Dix averaged 14.4 points per game as a junior. He was the team’s second-leading scorer. Stirtz is a Big Ten newcomer that followed his head coach from Drake to Iowa. The veteran guard was a scoring machine last season with the Bulldogs, averaging just under 20 points a night. McCollum knows what he’s getting in his senior guard. Stirtz has proven to be successful in the coach’s offensive scheme. Not long ago, Peterson was playing high school ball in California. The guard weighed his options before inking his deal with the Jayhawks. He landed in Lawrence where he expects to be a star. He is already a frontrunner to be selected No. 1 overall in the 2026 NBA Draft as a one-and-done player.
NIL Beyond Basketball
While this article focuses on basketball, it's important to acknowledge the broader NIL landscape. Unsurprisingly, football players dominate this list, especially quarterbacks. Beck has been one of the top quarterbacks in college football for three years. The Buckeyes wide receiver had one of the most impressive true freshman seasons in years which culminated in a national championship. With two years remaining before he can leave for the draft, Smith has a chance to build an impressive legacy even for Ohio State wide receiver standards. Sellers impressed in his first year as a starter last season, where he nearly brought the Gamecocks to the college football playoff. Mensah has been one of the best quarterbacks in college football in 2025. A transfer from Washington State, Mateer has dazzled in his first year with the Sooners. A three-year starter for the Horned Frogs, Hoover has been one of the top passers in college football in 2025. Maiava took over midway through the season a year ago and the Trojans quarterback has ascended ever sense. Downs is the sole defensive football player on this list. The Crimson Tide signal caller was among the betting favorites for the 2025 Heisman Trophy. The projected first overall pick across a handful of mock NFL drafts, the Cal transfer has the Hoosiers as the top ranked college football team in the country, securing the No. Raiola burst onto the scene as a freshman with strong-armed plays and he has only improved in his sophomore campaign. In his second year as the starter, Leavitt has helped established the hard-nosed style of the Sun Devils. The #1 ranked QB in the 2024 recruiting class, Lagway has yet to live up to the hype of bringing Florida back into title contention. Volleyball matches are selling out football stadiums in Nebraska and basketball rating are climbing every year. The most marketable star in women’s hoops, Johnson is a promising WNBA prospect and a rising rapper. The top pitcher in the nation, Canaday signed a $1M NIL deal that includes adidas, Team Patrick Mahomes and Easton. Cavinder and her twin sister Hanna have been Under Armour athletes since 2022 when they transferred to Miami from Fresno State. The reigning Most Outstanding Player from the Final Four, Fudd enters this year as the unquestioned star of the Huskies in 2025-26. Watkins has been a revelation since she joined the Trojans, but she is slated to miss the upcoming season to heal from an ACL tear.
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