In July 2021, name, image and likeness (NIL) rules and laws opened the door for college athletes to make money for the first time. It did not take long for them, or brands, to capitalize.
The past year, however, has also demonstrated swift changes in the NIL market. Yes, the biggest names remain the most marketable in both men's and women's basketball. But, it turns out, national brands have not been as influential as local and regional sponsors for most college athletes.
What does that mean? Athletes with millions of followers are still getting paid. But the the rest of the field benefits, too, thanks to a combination of elite basketball skills, a sizable social media following, an affiliation with a program or market with a strong economic engine and their future potential. College basketball's top athletes were also most successful in the postseason — so the ability to carry a team to a national title is meaningful. NIL is still relatively new, which means definitive metrics around marketability are still in the works. But every player on our 2022-2023 list has either attracted the attention of major brands or developed relationships with agents or companies that suggest their NIL futures are bright. Our information, assembled from a variety of sources that include Opendorse and social media metrics, back the respective placement of each player on the list.
One important note: You will not see Paige Bueckers, last year's most marketable athlete, on this edition, because of the unfortunate, season-ending knee injury she suffered this summer. That said, Bueckers is still technically the most marketable athlete in college sports. Just ask Crocs and Gatorade, both of which have major sponsorships with the UConn junior and former Wooden Award winner.
1. Aliyah Boston, South Carolina Gamecocks
The most dominant force in women's college basketball (16.8 PPG, 12.5 RPG in 2021-22) has picked up NIL deals from major brands Bose, Crocs, Under Armour and Bojangles in the past year, some of them coming even before she led the Gamecocks to the 2022 national championship. With 107,000 followers on Instagram, Boston, the reigning women's Wooden Award winner, is now represented by Klutch Sports — the same group that represents LeBron James, and will only continue to boost her brand during the 2022-23 season.
2. Hanna and Haley Cavinder, Miami Hurricanes
Before transferring to Miami, the Cavinder twins combined for an average of 34 PPG at Fresno State. This year, they'll take their 5 million-plus followers on social media, and the $1 million-plus they've reportedly made in NIL deals — including deals with Champs Sports, WWE, Boost Mobile and Baseline Team, their own apparel brand — to the NIL-friendly South Beach campus.
3. Oscar Tshiebwe, Kentucky Wildcats
Yes, the reigning men's college basketball Wooden Award winner is back for another season to chase a championship with the Wildcats. A factor could be the nearly $3 million he has reportedly made so far in NIL deals. That's more money than the projected second-round pick would've made as a rookie in the NBA.