College basketball looks different now, and that’s not a bad thing. NIL changed the game for good, giving athletes power they’ve always earned but never owned. From South Carolina to Duke to Kentucky, players are learning business moves before they ever step foot in the league.
South Carolina’s stars run clothing lines and training camps. Duke guards sign creative agency deals. Kentucky’s freshmen have brand partnerships with local businesses. It’s a whole new level of financial literacy mixed with entrepreneurial drive.
The challenge now isn’t access – it’s guidance. With the right mentorship, NIL becomes a platform for stability and legacy. Without it, the noise gets loud fast. But one thing’s certain: the modern college hooper isn’t waiting to be discovered. They’re building themselves, one deal at a time.
