As college basketball returns to the spotlight, superstar players continue to capitalize on a growing array of name, image, and likeness (NIL) deals. These deals have transformed college sports by allowing athletes to build their own brands and connect further with fans. Here’s a snapshot of the top four men’s and women’s college players—ranked by total endorsement deals—who dominate both on the court and in brand partnerships.

Top College Basketball Players by Endorsements

Women

1. Flau’jae Johnson (17 deals)
A powerhouse on and off the court, the LSU star guard’s endorsement portfolio includes major brands like JBL, Tinder, Tampax, Puma, and Cox Communications. Known for her dynamic presence and broad appeal, Johnson’s partnerships showcase how her influence extends beyond basketball to the entertainment, sports, and lifestyle sectors.

2. Paige Bueckers: (17 deals)
UConn’s standout shooting guard has inked deals with a diverse array of blockbuster brands like Nike, CVS Pharmacy, CeraVe, Dunkin’, and Verizon—reflecting her popularity and appeal to a wide range of fans and consumers.

3. Juju Watkins (14 deals)
The USC sophomore sensation is building a sponsorship stable that already stands at 14 partnerships—including AT&T, Celsius, NerdWallet, Nike, Wells Fargo, and Gatorade. She has also generated more than 600K in total branded engagement on social media in the last 12 months (the highest of the female athletes on our list). 

4. Jada Williams (14 deals)
Having partnered with brands like Beats by Dre, Bumble, Jansport, Spalding, and Walmart, the Arizona Wildcats guard—still only a sophomore—is playing to win in the fast-growing NIL landscape.

Men

1. RJ Davis (22 deals)
The UNC superstar guard’s broad, multifaceted appeal has propelled him to the top of the men’s list. His robust roster of NIL partnerships spans notable brands from apparel to fast food to gaming, including Fortnite, JBL, Reebok, Taco Bell, and TurboTax. 

2. Trace Young (17 deals)
Entering his second season at LSU after transferring from Colorado State, the Texas-born guard partners with high-profile brands like Amazon Prime Video, Powerade, Ritz Crackers, Steve Madden, and Unagi, among others. 

3. Mark Sears (6 deals)
A point guard for the Alabama Crimson Tide, Sears takes a targeted approach to his partnerships, focusing on lifestyle and casual brands including Cellucor, Daps, HeyDude, Party Wow, and Raising Cane’s. 

4. Cooper Flagg (6 deals)
A rising star who’s been called the NBA’s latest once-in-a-generation prospect, the Duke freshman has already landed partnerships with New Era, New Balance, Gatorade, Cort Furniture, and SLAM (with many more lucrative deals likely to follow). 

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