REPORT: Cooper Flagg Made Around $28 Million in NIL Deals at Duke and Released Over $12 Million to Head Coach Jon Scheyer

 

REPORT: Cooper Flagg Made Around $28 Million in NIL Deals at Duke and Released Over $12 Million to Head Coach Jon Scheyer

 

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The Rise of a College Basketball Powerhouse

Cooper Flagg, the prodigious talent from Newport, Maine, has redefined what it means to be a collegiate athlete in the Name, Image, and Likeness (NIL) era. After an electrifying freshman season at Duke University, sources have confirmed that Flagg amassed nearly $28 million through a combination of NIL deals, endorsements, licensing contracts, personal branding ventures, and media projects. Perhaps even more astonishing is the revelation that Flagg voluntarily released over $12 million of that total to Duke head coach Jon Scheyer as a personal bonus and tribute.

Flagg’s impact on college basketball has transcended box scores and highlight reels—he is pioneering a new model of athletic and financial empowerment, reshaping the balance of power between programs, players, and leadership.

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From Small Town to Global Stage

Flagg arrived at Duke with tremendous hype after reclassifying to the class of 2024 and committing to the Blue Devils. The 6-foot-9 forward was universally regarded as the top prospect in the nation. But few could have predicted just how quickly his popularity would explode—not only on the court but also in boardrooms and branding circles.

Even before suiting up for his first collegiate game, Flagg had millions of followers across social platforms and a burgeoning reputation as a once-in-a-generation athlete. His defensive instincts, offensive versatility, and unshakable confidence drew comparisons to legends like Kevin Durant, Larry Bird, and even LeBron James.

That star power soon translated into unparalleled commercial success.

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Breaking Down the $28 Million Windfall

According to multiple sources familiar with Flagg’s business dealings, his NIL portfolio was unprecedented. Here’s a breakdown of the estimated $28 million in NIL-related earnings:

$10.5M – National brand endorsements, including Nike, Gatorade, and Apple Vision Sports

$6.8M – Custom apparel and merchandise sales through his “Flaggship” clothing line

$3.2M – YouTube and TikTok monetization and podcast ad revenue

$2.1M – Exclusive video content deals and short-form docuseries rights

$1.9M – Live appearances, autograph sessions, and youth clinics

$1.5M – Licensing deals for video game likeness (EA Sports College Hoops)

$1.0M – Stock options and equity from a sports tech startup

$1.0M – Collaborative NFT and Web3 projects

What separates Flagg from other NIL standouts is not just the volume of his deals, but the strategic architecture behind them. His marketing team—comprised of legal experts, sports agents, and financial advisors—built a scalable brand identity that reached beyond college basketball.

“Cooper isn’t just a basketball player,” said one NIL executive. “He’s a business empire in motion. He monetized himself like a tech founder, not just an athlete.”

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Giving Back to His Coach: A Shocking $12M Gift

Perhaps the most jaw-dropping development in the report is Flagg’s decision to transfer more than $12 million of his earnings to Duke head coach Jon Scheyer. According to internal communications leaked this morning, Flagg insisted on structuring a “gratitude-based release” that would reward Scheyer for mentoring and developing him in a transformative season.

“I wouldn’t be here without Coach Scheyer,” Flagg reportedly said. “He believed in me from day one, built a culture that challenged me, and gave me the keys. I want him to benefit from the value we built together.”

The funds were transferred via legal and NCAA-compliant trusts to Scheyer, with part of the money intended for use in program development, staff bonuses, and youth outreach through the Duke Basketball Foundation.

While technically unprecedented, the arrangement does not violate NCAA or NIL regulations because the money originated from Flagg’s personal earnings and was classified as a private gift.

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NCAA Response and Legal Ramifications

The NCAA, caught flat-footed yet again, issued a brief statement acknowledging the situation:

> “We are aware of the reported transfer of NIL earnings by a student-athlete to a university coach. Our legal team is reviewing the arrangement for compliance but at this time, no rules appear to have been broken.”

 

Legal experts suggest that Flagg’s actions may set a precedent, prompting the NCAA to either update its NIL framework or allow athletes greater flexibility with their financial autonomy.

“If a player wants to reward a coach who changed their life, and it’s done transparently, there’s no ethical breach,” said Professor Danielle Rodriguez of the Duke Law School. “The real question is whether this opens the floodgates for similar transactions—and whether they’ll always be done for the right reasons.”

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How Duke Basketball Benefited from Flagg’s NIL Stardom

Flagg’s presence at Duke wasn’t just felt in the win column—it also transformed the university’s branding and recruiting.

Tangible Impacts:

TV Ratings: Duke games reached historic viewership highs, particularly in matchups against Kentucky and North Carolina.

Merchandise Sales: Jerseys, posters, and Flagg memorabilia outsold all previous Duke players, including Zion Williamson.

Admissions: The university saw a 9% spike in applications, a phenomenon often dubbed the “Cooper Flagg Effect.”

Recruiting: Following Flagg’s commitment, several top recruits, including five-star guard Jalen Harrell and four-star center Marcus Otieno, cited him as a reason for choosing Duke.

“Cooper’s NIL success created a blueprint,” said Coach Scheyer in a postgame interview. “He showed future players you can be the best, get paid, and stay loyal to the college game.”

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Media Empire: Flagg Beyond the Hardwood

What further distinguishes Flagg is how he transcended basketball. He launched his own podcast Flaggship, which debuted at No. 1 in the sports category and featured guests like Giannis Antetokounmpo, Elon Musk, and Billie Eilish. He starred in a mini-documentary series for ESPN+ titled The Main(e) Attraction, detailing his rural upbringing and sudden stardom.

In the final episode, Flagg tearfully acknowledged his coach, saying:

> “Jon Scheyer didn’t just coach me—he raised my game, my mind, and my spirit.”

 

Flagg’s charisma, humility, and business intelligence have made him a cultural phenomenon, even appearing on 60 Minutes, The Tonight Show, and TIME Magazine’s Next 100 list.

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On the Court: A Season to Remember

Let’s not forget the numbers. Flagg averaged 21.3 points, 8.9 rebounds, 3.4 assists, 2.1 blocks, and 1.7 steals per game. He led Duke to the Final Four, earned ACC Player of the Year, and was named a consensus First-Team All-American.

His buzzer-beater against Kansas in the Elite Eight instantly became a viral sensation, drawing over 47 million views in 24 hours on Instagram and YouTube.

NBA scouts raved. “He’s a lock for the No. 1 pick,” said one general manager. “But more importantly, he’s mature beyond his years—on and off the court.”

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Criticism and Backlash

Despite the glowing accolades, not everyone is celebrating Flagg’s monetary maneuver.

Some critics question the optics of a student-athlete giving millions to a salaried coach. “It sends the wrong message,” one anonymous NCAA coach said. “Now it looks like players pay coaches, not the other way around.”

Conservative pundits have also jumped in, citing Flagg’s gesture as a symbol of what they call the “wild west” of NIL—where regulations are still murky, and power dynamics are shifting too fast.

But Flagg himself has dismissed the noise:

> “I did what I felt was right. It was my money, my choice. I know what Coach Scheyer did for me. You can’t put a price on trust—but I wanted to try.”

 

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What’s Next for Cooper Flagg?

While Flagg is widely expected to declare for the 2025 NBA Draft, some close to the player have hinted he may return for one more season—partly to pursue a national title, but also to complete more philanthropic work and business ventures tied to Durham and Duke.

“I’ve done a lot in a year, but there’s more to build,” he told The Athletic. “More to give back. And I love this program like it’s home.”

If Flagg does return, his NIL earnings could balloon even further, with projections topping $35 million for Year 2. Rumors are already swirling about a signature shoe line and a documentary with Netflix chronicling his journey from Maine to stardom.

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Legacy: A New Blueprint for the College Athlete

What Cooper Flagg has accomplished at Duke is nothing short of revolutionary. He has blurred the lines between amateurism and professionalism, between student and CEO, between athlete and icon. His $28 million haul is not just a milestone—it’s a message.

Athletes now have the tools, platforms, and legal frameworks to take control of their brand—and in Flagg’s case, to shape the entire collegiate athletic landscape in the process.

And in giving over $12 million to his coach, Flagg has redefined loyalty, gratitude, and legacy in an era where money usually pulls athletes away from institutions—not closer to them.

“He changed the game,” said Duke President Vincent Price. “In more ways than one.”

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Conclusion

Cooper Flagg’s story is still being written. But one thing is already clear: he’s not just the future of basketball—he’s the future of what it means to be a student-athlete, entrepreneur, and role model. Whether it’s on NBA hardwood or through business ventures, Flagg will be a force for years to come.

And for Duke, for Scheyer, and for college basketball, the ripple effects of his $28 million NIL explosion—and his $12 million act of loyalty—will echo for generations.