NCAA NIL Powerhouses: RJ Davis and JuJu Watkins Lead Basketball's Dominance in Endorsement Deals

Basketball Stars Rule NIL Landscape

North Carolina's RJ Davis and USC's JuJu Watkins have emerged as the most marketable NCAA athletes over the past year, commanding a combined 45 NIL deals according to SponsorUnited's latest report. Basketball players continue to dominate the Name, Image, and Likeness (NIL) space, accounting for nearly 60% of top endorsement contracts.

Men's NIL Leaders:

• RJ Davis (UNC): 25 deals
• Cash Peterman (Arizona): 21 deals (punter - notable non-basketball exception)
• Travis Hunter (2024 Heisman winner): 19 deals
• Quinn Ewers (Texas QB) & Trace Young (LSU): 17 deals each

Women's NIL Dominance:

• JuJu Watkins (USC): 20 deals
• Cavinder Twins (Miami): 18 combined deals
• Paige Bueckers (UConn) & Deja Kelly (Oregon): 16 deals each
• Flau'jae Johnson (LSU): 15 deals

The $1 Billion NIL Economy

Since its inception four years ago, NCAA NIL has grown into a billion-dollar industry, with basketball players commanding premium value due to their:

1. High visibility during March Madness
2. Strong social media followings
3. Cultural impact beyond sports

"Basketball culture resonates on a massive scale," said SponsorUnited CEO Bob Lynch. "Players like JuJu Watkins are compelling storytellers with careers tracked from high school through college."

Women Athletes Outperforming in Engagement

Key findings reveal:

• 8 of top 10 most engaged athletes are women
• Paige Bueckers gained 3M followers (+1M more than any male athlete)
• 75% of top 150 viral posts came from female athletes

"The ROI on women's sports investments has become undeniable," noted sports media professor Shannon Scovel.

Industry Trends

• Top Sponsors: EA Sports, Raising Cane's, Powerade
• Fastest Growing: Tech & non-alcoholic beverage sectors
• Declining: Retail/apparel brand participation
• Notable: LSU gymnast Hezly Rivera matches engagement of Travis Hunter + Cooper Flagg combined