Before NIL changed the game, the road to the NBA had a much more familiar rhythm. Most players followed a pattern: dominate high school, play one year of college ball, then declare for the draft. That was the result of the NBA’s “one-and-done” rule, which kicked in back in 2005. It required players to be at least 19 years old and one year removed from high school to enter the league. For years, the average age of players entering the draft hovered around 21 or 22, especially for those who weren’t quite ready to leave after just one season. But everything changed when NIL came into play.
That was when the NCAA finally allowed athletes to profit from their Name, Image, and Likeness—better known as NIL. For the first time, collegiate players could land endorsement deals, grow their personal brands, and actually make money while still in school. That changed the entire mindset. Suddenly, staying in college wasn’t just about improving draft stock, it was about building a business. And that’s exactly what happened. Some athletes who would’ve jumped to the NBA early are now sticking around longer.
Take, for example, Texas Tech forward JT Toppin, who will reportedly receive approximately $4 million in NIL compensation to remain with the Red Raiders for the upcoming season. But it isn’t just men’s basketball that’s benefiting from this policy shift.
NIL has significantly impacted women’s sports too. Consider LSU gymnast Livvy Dunne, who has leveraged her social media presence to secure lucrative endorsement deals. Dunne is reportedly earning $3.9 million annually from partnerships with brands like Reebok and Beats by Dre. Still not convinced? Just ask the Ole Miss head coach.
In a recent interview with Nilosophy, Coach Yolett McPhee-McCuin shared her insights:
“When I heard about Name, Image, and Likeness, I said, wow, this is a space where women can show ADs, administrators, and people who are new to the sport just how valuable women are with their presence,” she began.
“I think Name, Image, and Likeness is one of the best things that’s happened—specifically for female athletes, especially female basketball players.” And she’s right.
NCAA, College League, USA Womens Basketball: NCAA Tournament Spokane Regional-Ole Miss vs UCLA Mar 28, 2025 Spokane, WA, USA Ole Miss Rebels guard Tameiya Sadler 2 and Ole Miss Rebels guard KK Deans 1 share a moment during the second half of a Sweet 16 NCAA Tournament basketball game against the UCLA Bruins at Spokane Arena. at Spokane Arena. Spokane Spokane Arena WA USA, EDITORIAL USE ONLY PUBLICATIONxINxGERxSUIxAUTxONLY Copyright: xJamesxSnookx 20250328_szo_an2_0279
Despite NIL’s game-changing impact, there’s still a gap to bridge. Male athletes, like Texas Tech’s JT Toppin—who turned down the NBA Draft thanks to a $4 million NIL package—often pocket a bigger slice of the pie than women. But women’s basketball is catching up fast. Stars like USC’s JuJu Watkins, with an NIL valuation nearing $765,000 and over 20 endorsement deals, are proving the market for female athletes is booming. At Ole Miss, Coach McPhee-McCuin is making sure her players, like new transfers, tap into this potential, often earning more in college than the WNBA’s $78,831 rookie salary. This financial edge is why players like UConn’s Paige Bueckers stick around longer, and it’s fueling Ole Miss’s rise in women’s hoops.
In fact, NIL opportunities have also influenced athletes’ decisions to remain in college longer. Given that WNBA rookie salaries start around $78,000, many top women’s basketball players are finding that staying in college and capitalizing on NIL deals offers greater financial incentives. When UConn head coach Geno Auriemma was asked why players like Azzi Fudd or Paige Bueckers stayed back, his answer was simple and direct: NIL compensation must be one of the top considerations for players.
“There has always been this narrative that we have to work 10 times as hard just to get the recognition that we deserve. We went through that whole thing, that COVID year with March Madness—the non-branding. NIL was a platform that said, ‘Here you go,’” added the Ole Miss head coach.
And she had another reason to talk about it. Women’s basketball has indeed been deeply affected by NIL—but Ole Miss is playing an even bigger role in this evolving landscape.
Ole Miss Just Unveiled a Secret Weapon in the Transfer Portal Era
Back in the day, recruiting meant charm, championship rings, and a dream pitch. Now? It’s also about dollars and infrastructure. With the House v. NCAA settlement looming, Ole Miss is preparing to share nearly $20–22 million annually with its athletes starting in the 2025–26 academic year. That massive investment might just be their golden ticket to dominating the transfer portal.
After a 22-11 season and a Sweet 16 run in 2025, where they fell 76-62 to UCLA, Ole Miss had to rebuild. Losing seniors like Madison Scott, Kennedy Todd-Williams, and Starr Jacobs, plus seven players to the transfer portal—like Kharyssa Richardson and Heloisa Carrera—left big shoes to fill. But Coach McPhee-McCuin, a master at working the portal, struck gold. She landed Ohio State’s Cotie McMahon, ESPN’s No. 3 transfer with 1,484 career points, Virginia’s Latasha Lattimore, who averaged 14.3 points, and UCF’s Kaitlin Peterson, a scoring machine at 21.4 points per game. Add in Wichita State’s Jayla Murray, Georgia Tech’s Tianna Thompson, and Mississippi State’s Debreasha Powe, and Ole Miss has a squad ready to compete with the SEC’s best. These transfers, drawn by NIL deals and Coach Yo’s vision, are proof the investment is working.
Ole Miss knows it’s no longer enough to just offer playing time or tradition—athletes want to feel supported and see financial value. And that’s exactly what Vice Chancellor for Intercollegiate Athletics Keith Carter is aiming to deliver.
“The financial commitment to student-athletes is growing dramatically, and we are thinking strategically within our budget to help address these new expenses,” Carter said, underlining the university’s forward-thinking approach.
That $20 million isn’t just numbers on a spreadsheet. It’s NIL support. It’s facilities. It’s scholarships. It’s the reason a four-star transfer might choose Oxford over Austin or Athens. And in a climate where “winning” the portal can shift a program’s trajectory overnight, that edge is everything.
Sure, Ole Miss may be trailing in overall revenue—ranking 13th in the SEC and nearly $180 million behind the conference’s leader—but that gap hasn’t stopped them from plotting a smart, aggressive climb. By beefing up NIL leadership and finding creative revenue streams—from premium seating to tailgate fees—they’re turning potential obstacles into opportunities.
As Carter put it, “Ultimately, in order to maintain the level of talent that our teams have achieved, we must increase our department’s revenue.” And with these strategic investments, they’re not just keeping up—they’re quietly positioning themselves as a sleeper powerhouse in college sports’ new financial frontier.
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