CONFERENCE NIL POWER
Men’s basketball in the Big Ten Conference is as strong as ever in the 2025-26 season. The Big Ten currently boasts two undefeated teams (Michigan and Nebraska), while Michigan State, USC and Purdue each have one loss, and Iowa and Ohio State each have only two losses.
Of the conference’s 18 teams, only 5-6 Rutgers has a losing record in early-season play.
From top to bottom, the conference is loaded with marquee players who hold significant earning potential in the NIL (Name, Image and Likeness) world. Understanding nil laws by state helps explain why some programs can offer more competitive packages than others.
Conference NIL Power: Big Ten’s National Edge
The Big Ten continues to dominate the national landscape in conference NIL power, with athletes like Bruce Thornton leading the charge. His strong NIL valuation—over $1.9 million—is emblematic of Ohio State’s institutional support and the wider Big Ten infrastructure.
Thornton’s rise reinforces the Big Ten’s top position not just in competition, but also in athlete marketability, branding access, and fan monetization. As more underclassmen like Thornton emerge, the conference’s NIL leadership looks even more solidified for years to come.
Conference NIL Power: Big Ten’s National Leadership in NIL Spending
The Big Ten remains the undisputed leader in conference NIL power, with total athlete valuations surpassing $120 million across all sports. Schools like Ohio State, Michigan, and Purdue drive the majority of the conference’s NIL momentum through high-profile athletes and structured institutional support.
Big Ten’s dominance stems from both fanbase scale and NIL infrastructure. With collective marketplaces, brand partnerships, and school-managed promotion tools, Big Ten athletes benefit from one of the most well-funded ecosystems in college sports. Compared to the SEC, ACC, and Pac-12, the Big Ten leads in average athlete NIL valuation, fan pledging volume, and transaction frequency.
This section ranks each school’s current NIL power index and outlines what separates top performers from mid-tier programs.
Here’s a look at the Big Ten men’s basketball players with the best NIL deals and the biggest earnings potential:
YAXEL LENDEBORG, MICHIGAN
This 6-foot-9 Dominican-American forward is a prime example of a big-time college star in the era of the transfer portal and NIL. Already 23, Lendeborg is at his third school. He attended Arizona Western (a junior college) and UAB before transferring to Michigan. But Lendeborg almost never made it to Ann Arbor. While in the process of transferring to Michigan, he entered the NBA Draft process and was projected as a late-first-round pick. Michigan reportedly offered him $3 million in guaranteed NIL compensation to pass on the draft and join the Wolverines. It’s all working out nicely for Lendeborg and Michigan. He’s averaging 16.4 points and 7.2 rebounds, and the Wolverines are off to a 10-0 start.
Yaxel Lendeborg’s Big NIL Move to Michigan
Michigan landed Lendeborg by offering $3 million in guaranteed NIL compensation after he nearly declared for the NBA Draft. As a top transfer, his Yaxel Lendeborg NIL money reflects the value of experienced players in today’s market. His production and popularity have justified the investment with strong early-season results.
BRADEN SMITH, PURDUE
Believe it or not, one of the nation’s top point guards was lightly recruited out of high school, even though he won the coveted Indiana Mr. Basketball award as a senior. He had several offers from smaller schools, but Purdue was the only major-conference program to offer Smith a scholarship. At Purdue, Smith has had a stellar career. He was a first-team All-American and the Big Ten Player of the Year while winning the Bob Cousy Award during the 2024-25 season. This season, Smith is averaging 12.7 points and 9.2 assists. Along the way, he has become enormously popular in Indiana and beyond. At the same time, Smith’s NIL earnings have skyrocketed. He has deals with Stanley and HeyDude Shoes, and replicas of his jersey are among the top-selling items across all college sports at the NIL Store. His estimated NIL valuation is about $2 million.
Braden Smith NIL Valuation & Brand Deals (Purdue)
Braden Smith, the Big Ten Player of the Year and Purdue’s star point guard, has emerged as a major NIL earner. Despite a modest recruiting background, Smith’s on-court dominance and popularity in Indiana helped secure deals with Stanley and HeyDude Shoes. His Braden Smith NIL money is estimated at $2 million for the 2025–26 season, with his jersey sales ranking among the highest in all of college sports.
BENNETT STIRTZ, IOWA
After stops at Northwest Missouri State and Drake, Stirtz joined the Hawkeyes this season. He’s been an instant star, averaging 17.9 points per game while leading Iowa to an 8-2 record. Stirtz hasn’t quite reached the Caitlin Clark level of popularity, but he’s gaining ground. Sales of his jerseys have been spiking at the NIL Store, and his fast-rising NIL valuation currently sits at around $1.7 million.
JEREMY FEARS JR., MICHIGAN STATE
The veteran point guard forever endeared himself to the Michigan State faithful by turning down a reported $4.5 million NIL deal to transfer to rival Michigan after last season. Fears cited loyalty to his teammates and the chance for the Spartans to have a huge 2025-26 season as his reasons for staying in East Lansing. He already had a lucrative deal with his hometown Chicago White Sox, who have been aggressive in landing appearance and autograph deals with top college athletes in the Midwest. Fears has an NIL valuation of around $2 million, and his decision to stay at Michigan State is paying dividends. So far this season, he’s averaging close to a double-double (11.2 points and 9.7 assists per game) as the Spartans are off to a 9-1 start.
Jeremy Fears Jr NIL Valuation & Loyalty Deals (MSU)
Jeremy Fears Jr. made headlines by turning down a $4.5 million NIL offer to stay with Michigan State. His loyalty, combined with high performance and a strong brand alignment with the Chicago White Sox, elevated his value. The Jeremy Fears Jr NIL money is currently projected near $2 million, showing how commitment and performance can both drive major NIL success.
MOREZ JOHNSON JR., MICHIGAN
This 19-year-old sophomore forward spent last season at Illinois before becoming part of a spending spree by Michigan. In Lendeborg and Johnson, the Wolverines essentially purchased one of the nation’s top frontcourts. Johnson has been earning solid money through Opendorse by offering appearances and engagements. He’s also producing on the court, averaging 12.9 points and 6.6 rebounds per game for the nation’s second-ranked team.
BRUCE THORNTON, OHIO STATE
The senior point guard came up huge with 23 points in Saturday’s 89-88 double-overtime victory against West Virginia. Thornton showed he’s one of the best players in the country by scoring 14 points in the two overtimes and hitting the game-winning shot with three seconds remaining. He’s averaging 21.6 points for the 8-2 Buckeyes. Around Columbus, Thornton may be overshadowed by some of Ohio State’s football players in terms of NIL popularity. But he is, by far, the biggest thing on the basketball team and is making substantial money through The Foundation, Ohio State’s collective. While the exact Bruce Thornton NIL deal worth hasn’t been publicly disclosed, insiders estimate his total compensation package to be well into six figures annually.
Bruce Thornton NIL Valuation & Ohio State Deals
Bruce Thornton continues to raise his profile as one of the top NIL earners in the Big Ten. Known for his leadership and efficiency at Ohio State, Thornton has attracted national brands and local sponsors alike. His Bruce Thornton NIL money is now estimated at over $1.9 million, thanks to a surge in jersey sales, event appearances, and digital promotions.
In the NIL Store, Thornton’s merchandise consistently ranks among the top sellers in the Big Ten. With Ohio State’s extensive alumni network and marketing engine, he is projected to cross the $2M NIL mark by the end of the 2025–26 season.
ANDREJ STOJAKOVIC, ILLINOIS
The son of former NBA All-Star Peja Stojakovic, this 6-foot-7 small forward is on his third school and playing in his third conference in three years. Highly recruited out of high school, Stojakovic spent his freshman season at Stanford before transferring to Cal, where he averaged 17.9 points per game last season. At Illinois, he looks comfortable so far, averaging 15.5 points per game. While in the transfer portal before announcing his deal with Illinois, Stojakovic used the “Do Not Contact” tag, streamlining the process and indicating he already had some pre-arranged NIL deals.
Andrej Stojakovic’s NIL Rise at Illinois
Son of NBA legend Peja Stojakovic, Andrej is carving out his own NIL path at Illinois. While early in his college journey, brand interest has surged thanks to his pedigree and national spotlight. His projected Andrej Stojakovic NIL earnings are expected to exceed $1.2 million by the end of the 2025–26 season.
RIENK MAST, NEBRASKA
At 24, this native of the Netherlands is one of the oldest players in college basketball. After playing professionally in the Dutch Basketball League, Mast spent a redshirt year before playing three seasons at Bradley. He transferred to Nebraska for the 2023-24 season and has blossomed into a star, averaging 17.9 points per game this season. With an interesting backstory, Mast has seen his jerseys rank among the top NIL Store sellers, and he’s also pulling in money from engagements and interactions on Opendorse.
TREY KAUFMAN-RENN, PURDUE
Like his teammate Braden Smith, Kaufman-Renn also attended high school in Indiana and enjoys enormous popularity within the basketball-crazy state. After averaging 20.1 points per game last season, he entered this year with huge expectations. His early-season production has been hampered by injuries, but he’s still averaging a double-double (13.4 points and 10.4 rebounds per game) for a 10-1 team ranked No. 6 in the current Associated Press poll. Most of his earnings come through the Boilermaker Alliance, Purdue’s collective, and he also has a deal with CVS. The Trey Kaufman-Renn NIL deal worth is estimated to be in the high six-figure range, making him one of the top-earning college basketball players in Indiana.
DONOVAN DENT, UCLA
The Bruins reportedly offered Dent an NIL deal worth around $3 million to entice him t
o return to the Los Angeles area, where he was raised. That move made sense, as the point guard was one of the biggest names in the transfer portal prior to this season. He spent the last three seasons at New Mexico, where he was the Mountain West Conference Player of the Year last year. At UCLA, Dent got off to a slow start while dealing with early injuries. He’s healthy now and has thrived in his last three games, averaging 14 points and seven assists.
LEARN MORE ABOUT THE NIL LANDSCAPE
Name, Image, and Likeness plays an increasing role in college sports, and understanding how it works often requires more than individual articles or news updates.
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