Dybantsa Leads College Basketball into New NIL Era

BYU Star Commands Record Earnings Before Playing a Game

College athletics is undergoing a seismic shift with the rise of Name, Image, and Likeness (NIL) deals, and AJ Dybantsa, a freshman at Brigham Young University, is at the forefront. The highly touted prospect is already the highest-earning basketball player in college, even before stepping onto the court for a regular-season game.

NIL Valuation Soars

Dybantsa’s On3 NIL valuation recently jumped to $4.1 million, placing him among the top earners in all of college sports. He trails only football players Arch Manning ($6.8M), Carson Beck ($4.3M), and Jeremiah Smith ($4.2M). This surge in value comes after securing endorsement deals with major brands like Nike and Red Bull.

The 6-foot-9 power forward has a contract with BYU worth over $7 million this season, a figure he reportedly considered during the McDonald’s All-American Game. This demonstrates the aggressive approach BYU is taking to attract and retain top talent through NIL opportunities.

BYU’s Rapid Ascent

BYU’s quick success in the NIL landscape is largely attributed to the involvement of Utah Jazz and Utah Mammoth owner Ryan Smith, alongside the guidance of head coach Kevin Young. Young, a former NBA assistant coach with the Phoenix Suns and Philadelphia 76ers, brings a professional approach that appealed to Dybantsa.

The increasing importance of NIL in college recruiting is evident: a recent study by the NCAA found that 49% of student-athletes have signed an NIL deal. NCAA NIL Data (February 29, 2024)

National Title Contenders?

Dybantsa’s arrival has fueled significant hype around BYU basketball, with many national outlets now considering the Cougars a national title contender in the Big 12. They are seen as being on a similar level to reigning national runner-up Houston. The upcoming season is expected to be a pivotal one for the program.

Dybantsa has indicated he intends to play only one season of college basketball before entering the NBA draft, adding to the anticipation surrounding his debut.

The combination of a highly skilled player, a proactive NIL strategy, and a seasoned coaching staff positions BYU for a potentially historic season. All eyes will be on Dybantsa as he embarks on his college career.