For decades, college athletes were restricted from earning money from their name, image, and likeness (NIL), despite generating billions for universities, sponsors, and TV networks. That changed in 2021 when the NCAA finally allowed student-athletes to sign sponsorship deals, endorsements, and partnerships.

Now, top college stars can collaborate with brands, monetize social media, and even launch their own businesses while still competing at the collegiate level. This shift has transformed the sports landscape, giving players financial freedom while still in school.

While NIL deals have opened new opportunities for athletes, some critics argue that allowing college players to earn millions before going pro has its downsides.

Concerns include players prioritizing personal brand deals over team success, a potential lack of motivation to reach the professional level, and some athletes losing their hunger to compete at the highest level.

On the flip side, NIL deals provide financial security, help athletes support their families, and prepare them for the business side of professional sports. The debate continues, but there’s no denying that NIL has changed the game forever.

NIL Timeline

Year	Event
2019	California passes the Fair Pay to Play Act, the first law allowing college athletes to profit from NIL.
2020	NCAA announces plans to allow NIL deals starting in 2021.
2021	NCAA officially implements NIL policies on July 1st, allowing athletes to profit from endorsements.
2022	Major NIL collectives emerge, creating multi-million-dollar deals for top college athletes.
2023	Further NIL regulations are discussed, with federal legislation proposed to standardize rules.

1. Zion Williamson (Duke, 2018-2019)

The hype around Zion Williamson was unprecedented. Before he even set foot in college, he had millions of social media followers mesmerized by his jaw-dropping dunks. Once at Duke, he became the face of college basketball, a social media sensation, and a magnet for national attention. With his high-flying athleticism and marketable personality, brands like Nike, Gatorade, and Beats by Dre would have been lining up for massive NIL deals. Conservative estimates place his potential earnings in today’s NIL era in the eight-figure range.

2. The Fab Five (Michigan, 1991-1993)

Chris Webber, Jalen Rose, Juwan Howard, Jimmy King, and Ray Jackson changed the game—on and off the court. Their baggy shorts, black socks, and swagger revolutionized basketball culture. But despite selling out arenas and seeing their jerseys and likenesses used by major brands, they never saw a dime. Had today’s NIL era existed in the early ‘90s, sneaker deals, apparel partnerships, and media opportunities would have made them multimillionaires before entering the NBA.

3. Shaquille O’Neal (LSU, 1989-1992)

Even before he became an NBA icon, Shaq was larger than life. His combination of power, skill, and personality made him a marketing goldmine. At LSU, he dominated the court and built a brand that would later lead to endorsements with Reebok, Pepsi, and countless other brands. In today’s NIL era, Shaq’s charismatic presence and athletic dominance would have translated to massive sponsorships and merchandising deals.

4. Stephen Curry (Davidson, 2006-2009)

Before he changed the NBA with his three-point revolution, Steph Curry was an underdog leading Davidson on a Cinderella run through March Madness. His baby-faced charm, unreal shooting ability, and story of overcoming doubt would have made him an NIL darling. Imagine a signature sneaker deal before he even declared for the draft or a social media-driven brand partnership at the height of his college fame in today’s NIL era.

5. Anthony Davis (Kentucky, 2011-2012)

The unibrow. The shot-blocking dominance. The national championship. Anthony Davis was a one-of-a-kind talent at Kentucky, and his signature look alone would have been a branding powerhouse. Whether it was apparel partnerships or national commercials, Davis’ NIL potential in today’s NIL era would have easily been worth several million dollars.

6. Christian Laettner (Duke, 1988-1992)

Few players in college basketball history were as polarizing as Christian Laettner. Love him or hate him, he was the ultimate college basketball villain, and that alone would have made him marketable. With Duke’s massive following, Laettner’s NIL potential in today’s NIL era would have included everything from apparel deals to premium endorsements.

7. Joakim Noah (Florida, 2004-2007)

With his intense energy, wild hair, and back-to-back national championships, Joakim Noah would have been a marketing dream. His personality was larger than life, and his role in Florida’s dominance would have made him one of the highest-paid NIL athletes of his era.

8. Jimmer Fredette (BYU, 2007-2011)

Jimmermania swept the nation in 2011. His deep threes, fearless shooting, and cult-like following would have made him a top NIL earner. Social media, merch, and endorsements would have made his college career even more profitable than his brief NBA stint.

The Bottom Line

Today’s NIL era has finally given college athletes the ability to capitalize on their fame, but for decades, many legends missed out on what would have been life-changing money. From Zion to Shaq, these stars wouldn’t have just been remembered for their on-court dominance—they would have left college as millionaires.

---

Sources:

• ESPN: “The Top 25 Most Valuable College Basketball Players Pre-NIL” Link
• Yahoo Sports: “From Shaq to Zion: Which Past Men’s College Basketball Legends Would Have Earned the Most Money in the Modern NIL Era” Link
• CBS Sports: “Dribble Handoff: College Basketball Legends Who Would Have Benefited Most from NIL Rights” Link

---

---