• Loading stock data...
Sunday, August 31, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Cinderella Tourney Runs Could Lead to Big NIL Paydays

  • March Madness can give unknown athletes a national profile overnight.
  • That presents a major opportunity around NIL.
Doug Edert playing basketball for Bryant
Eric Rueb / The Providence Journal / USA TODAY NETWORK

With March Madness underway, an unexpected hot streak or unlikely hero can become a national story — and under today’s NIL regulations, that can mean big paydays for players in the NCAA tournament.

Doug Edert, for instance, helped Saint Peter’s Peacocks — a 15-seed in 2022 — to an unlikely run to the Elite Eight last year, helping him amass an NIL brand value of more than $120,000, according to On3. He struck multiple deals, including one with Buffalo Wild Wings.

On3 doesn’t list any basketball players on the Furman Paladins in its NIL valuation database, but that could change if the team is able to build on its first-round upset of fourth-seeded Virginia and go on a Cinderella run.

On Friday, the NCAA agreed to extend the prohibition of transfer restrictions through the end of the entire 2023-24 spring sports season.

Men’s March Madness Ticket Prices Fluctuate Wildly

Some venues, like Greensboro, NC, were selling tickets for $7 or less.
March 16, 2023

Going into this tournament, On3 sees Kentucky center Oscar Tshiebwe as holding the highest NIL value in the tournament ($915,000), followed by Indiana forward Trayce Jackson-Davis ($887,000) and Miami’s twin guards Haley and Hanna Cavinder ($835,000 each).

The gender disparity seen in other sports appears in NIL as well. Men make around 60% of NIL dollars in non-football sports, according to Opendorse. 

Adding football back in, men make around twice what women do through NIL. Through February, football accounts for 55.1% of NIL deals since the Supreme Court legalized them in June 2021.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

4 of 10 Highest-Paid CFB Coaches Lose in Week 1

Alabama coach Kalen DeBoer was the biggest surprise of the Week 1 losers.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

As CFB Programs Add Corporate Field Logos, Are Jersey Patches Next?

Texas is adding a sponsor’s logo to its football field this season.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.

Cody Campbell Asks Congress to Allow National College Sports TV Package

The billionaire’s ad will air on ESPN and Fox this weekend.
Apr 19, 2025; Boulder, CO, USA; Colorado Buffaloes head coach Deion Sanders during the spring game at Folsom Field.
August 28, 2025

Coach Prime Enters Year 3 at Colorado With New Challenges

The Buffaloes have sold out their season tickets yet again.
Ohio State mascot Brutus interacts with Lee Corso on the set of ESPN College GameDay prior to the College Football Playoff first round game between the Ohio State Buckeyes and Tennessee Volunteers in Columbus on Dec. 21, 2024.
August 29, 2025

End of an Era: Lee Corso Makes His Final ‘College GameDay’ Appearance

After 431 iconic headgear picks, the iconic coach bids farewell.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
August 27, 2025

Fox, YouTube TV Avoid Blackout With Short-Term Deal

The upcoming Texas–Ohio State clash will remain available to subscribers.
Oregon State Beavers quarterback Gevani McCoy (4) scrambles out of the pocket during an NCAA football game against UNLV at Reser Stadium on Saturday, Oct. 19, 2024, in Corvallis, Ore.
August 27, 2025

Pac-12 Strikes New Football, Basketball Deal With The CW

The latest step in its resurrection after being picked apart in 2023.
Oct 17, 2015; Evanston, IL, USA; A general view of the Northwestern Wildcats logo at midfield before the game against the Iowa Hawkeyes at Ryan Field.
August 25, 2025

Northwestern AD Singles Out Volleyball As Sport to Invest In

Northwestern athletic director Mark Jackson spoke to Front Office Sports.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) is tackled by Clemson Tigers defensive tackle Payton Page (55) during the second half of the CFP National playoff first round at Darrell K Royal-Texas Memorial Stadium
August 25, 2025

As College Football Season Kicks Off, NIL Deal Approval Process Still Lags

Many deals are stuck in “purgatory,” one power conference collective operator says.