UNC's RJ Davis and USC's JuJu Watkins Lead in NIL Deals
UNC’s RJ Davis and USC’s JuJu Watkins have emerged as leaders in college basketball NIL deals, with Davis securing 25 agreements and Watkins 20 despite an ACL injury. Women's basketball athletes are also showing strong market presence and social media engagement.
Published on April 3, 2025
According to a recent report by SponsorUnited, college basketball has taken a commanding lead in the NIL (name, image, likeness) space. UNC’s RJ Davis secured 25 deals over the past year, outpacing his peers, while USC’s JuJu Watkins topped the list for female athletes with 20 endorsements, even while sidelined by a season-ending ACL injury.
Women’s basketball athletes have notably dominated the top five NIL rankings, buoyed by stronger social media engagement compared to their male counterparts. With the broader NIL market now valued at around $1 billion and growing modestly despite a 1% uptick in deal numbers from the previous year, the landscape is expanding into new categories such as technology and nonalcoholic beverages.
This growing trend, reported on April 2, 2025 by Reuters among others, highlights both the visibility and commercial relevance of college basketball as brands continue to see the unique value in athlete endorsements.