Over the history of college basketball, there have been many stars who dominate as soon as they walk on campus for the first time. From the majority of the twentieth century to the early 2000s, many of the NBA’s leading prospects have skipped this collegiate step to further their prime within the big leagues. Stars like Kobe Bryant and Lebron James have done this, which led to Hall-of-Fame careers that will be remembered for decades to come. In 2005, the league changed this “norm” to help grow the popularity of a declining college basketball scene, which forced NBA Draft prospects to be at least one year removed from high school sports. As the years went on, this restriction became known as “one-and-done” careers and was popularized by players like Kevin Durant and Anthony Davis. In the current season, one man has highlighted the headlines on their “one-and-done” season, current Duke forward Cooper Flagg. With the constantly changing world of Name, Image, and Likeness (NIL), the mindset behind single-season careers could change and Flagg could be a founding father within this shift.
Coming from Maine, Cooper transferred to Montverde Academy in Florida to increase his exposure to college scouts and blew up on social media in the process. Basketball media outlets like Overtime saw Flagg’s talent and took their cameras and flashing lights to capture his skillset, and he became a crowd favorite among millions. With his social media presence rising, college coaches caught on and would receive hundreds of offers from many Division One programs, but Flagg set his heart in Durham, North Carolina becoming a Duke Blue Devil. Along with this commitment, Flagg would reclassify from the 2025 class to the class of 2024, and became the number one recruit in his class, per On3. Doing so put Flagg just inside the cutoff line for the 2025 NBA Draft, according to Jeff Borzello of ESPN. This popularity among the masses was a major contributing factor to companies that offered him many opportunities for NIL deals and sponsorships. Fanatics, New Balance, and Gatorade became Flagg’s backbone helping him earn a nearly five million dollar net worth, per On3. These deals have led to speculation that Cooper will stay with the Devils for another year, something unheard of from someone with his skill set.
Along with his NIL qualities, Cooper Flagg’s versatile skill set on the court is unmatched in this modern era. Flagg has led Duke to a 31-3 record to date, leading every statistic across the board. Averaging nineteen points, seven rebounds, and four assists per game, Cooper’s electric play has not only led to team success but a winning attitude as well. After the departure of the great Coach Krzyzewski (Coach K) in 2022, the energy on-and-off the court struggled for the Blue Devils, which led to mediocre seasons for the “blue-blood” program. Flagg’s arrival gave a boost to the team morale, and it showed on the court as they blasted past conference foes earning a regular season ACC Title. As they entered the conference tournament, their expectations grew, but Cooper suffered an ankle injury early versus Georgia Tech, according to CBS Sports. For many teams, losing their top player would be a major blow to their locker room, however, the Blue Devils rose above it to earn the ACC Tournament Title. This sweep of the ACC would lead to Duke earning a one-seed in the NCAA Tournament and playing the winner of the First Four matchup, American University, and Mount Saint Mary’s University. Cooper is set to make his return for the big dance, but rumors and stories only grow around his near future.
Within the new world of NIL, more and more players are staying within the college ranks as their pay in college is besting rookie contracts in the NBA. For reference, the average number one pick makes ten million dollars within their first year in the pros, but many generous donors can keep these stars at their desired schools, as stated in a Sports Illustrated article written by Liam Mckeone. This was seen last year with number-one ranked QB Bryce Underwood flipping his commitment to Michigan due to a ten million dollar incentive from Barstool Sports owner, Dave Portnoy. Money talks and it is changing the way these recruits look at their worth. Despite Cooper Flagg’s injury, he has shown interest in returning to Duke with his sponsored salary, and many are following him in this decision. College sports have become pay-to-win and the biggest wallets are bringing home the championship banners. Smaller programs are becoming minuscule to their “big brothers”, and many are waving their white flags to this ever-changing sports scene.
