Exploring Cooper Flagg's NIL Deal with New Balance

By Edcel Panganiban September 09, 2024 10:16

Photo by Carmen Mandato/Getty Images

Cooper Flagg became one of the first high school players to ink an NIL (Name Image Likeness) deal with New Balance. Flagg, a top-10 player in the class of 2025 and two-time Gatorade National Player of the Year (2019 & '20), becomes one of his era's most well-regarded freshmen recruits at Duke University. This article digs deep into the nuances of his NIL deal, what it means for him as a professional, and why New Balance decided to align itself with an the upcoming athlete.

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Background on NIL Deals

NIL deals have completely changed the game for college athletes, allowing them to profit off their name, image, and likeness in endorsement deals with any company or brand that comes calling. College athletes were previously not allowed to receive salaries or endorsement contracts based on their name, image, and likeness before the NCAA made a U-turn policy this year that eliminated long-held restrictions around what those student-athletes could accept compensation for. NIL rights have opened new doors for athletes to maximize their marketability and altered the college sports landscape by altering relationships between athletes and university brands.

Details of the Deal

New Balance adding Flagg as part of a NIL deal speaks to his potential on and off the court. While the exact financials of the deal have not yet been released, the partnership is significant for a few reasons. With the deal, Flagg joins fellow New Balance athletes Kawhi Leonard and Tyrese Maxey in the growing basketball presence at a brand that was traditionally only known for making top-selling running shoes.

Career Implications for Cooper Flagg

By partnering with a global brand such as New Balance, Flagg secures some steady income and increases his presence and appeal. That connection could lead to bigger endorsement opportunities if and when he hits the NBA.

New Balance's Strategy

New Balance linking up with Cooper Flagg is a key play as the brand works to build out its roster in the basketball space. The company said that New Balance intends to expand its market reach and athlete roster by aligning with youthful up-and-coming athletes.

Reactions and Implications

Flagg's NIL announcement has made headlines among sports analysts, fans, and anyone involved in the industry. The partnership is seen as beneficial for both Flagg and New Balance, providing benefits to ventures of this kind. Flagg provides a blueprint for what's possible under NIL rights regarding a few more productive and highly compensated athletes.

The NIL partnership with New Balance for Cooper is an absolute game changer in his career and a significant development of the changing landscape of college sports. With NIL deals still warming up and influencing the courses made open to all players, partnerships like Flagg's with New Balance will undoubtedly develop into an injection for competitors just as brands themselves.