Basketball Stars Rule NIL Landscape

North Carolina's RJ Davis and USC's JuJu Watkins have emerged as the most marketable NCAA athletes over the past year, commanding a combined 45 NIL deals according to SponsorUnited's latest report. Basketball players continue to dominate the Name, Image, and Likeness (NIL) space, accounting for nearly 60% of top endorsement contracts.

Men's NIL Leaders:

• RJ Davis (UNC): 25 deals
• Cash Peterman (Arizona): 21 deals (punter - notable non-basketball exception)
• Travis Hunter (2024 Heisman winner): 19 deals
• Quinn Ewers (Texas QB) & Trace Young (LSU): 17 deals each

Women's NIL Dominance:

• JuJu Watkins (USC): 20 deals
• Cavinder Twins (Miami): 18 combined deals
• Paige Bueckers (UConn) & Deja Kelly (Oregon): 16 deals each
• Flau'jae Johnson (LSU): 15 deals

The $1 Billion NIL Economy

Since its inception four years ago, NCAA NIL has grown into a billion-dollar industry, with basketball players commanding premium value due to their:

1. High visibility during March Madness
2. Strong social media followings
3. Cultural impact beyond sports

"Basketball culture resonates on a massive scale," said SponsorUnited CEO Bob Lynch. "Players like JuJu Watkins are compelling storytellers with careers tracked from high school through college."

Women Athletes Outperforming in Engagement

Key findings reveal:

• 8 of top 10 most engaged athletes are women
• Paige Bueckers gained 3M followers (+1M more than any male athlete)
• 75% of top 150 viral posts came from female athletes

"The ROI on women's sports investments has become undeniable," noted sports media professor Shannon Scovel.

Industry Trends

• Top Sponsors: EA Sports, Raising Cane's, Powerade
• Fastest Growing: Tech & non-alcoholic beverage sectors
• Declining: Retail/apparel brand participation
• Notable: LSU gymnast Hezly Rivera matches engagement of Travis Hunter + Cooper Flagg combined