NIL
NBA Stars Are Building Powerful Player


In the modern NBA, success isn’t confined to the hardwood.
While scoring titles, championship rings, and MVP trophies still matter, a new metric of influence has emerged: brand power.
Today’s NBA stars are more than athletes— they’re entrepreneurs, cultural icons, and CEOs of their own empires. From sneaker lines and media companies to fashion labels and tech investments, the rise of player-owned brands is transforming what it means to be a professional basketball player.
For fans who not only love the game but also the business behind it, platforms like 4Rabet add another layer of excitement. With a generous 4Rabet registration bonus, new users can jump into sports betting with a head start— placing wagers on games while tracking the off-court moves of their favorite stars. And for updates, giveaways, and community conversations, the 4Rabet Facebook official page is the go-to destination.
As we explore how NBA players are building personal brands that extend beyond the game, it becomes clear that this isn’t just a trend — it’s a lasting shift in the athlete’s role in culture, commerce, and global influence.
From Players to Entrepeneurs: How It Started
The foundation for the modern player-brand movement was laid in the late 1990s and early 2000s. Michael Jordan’s partnership with Nike created the Air Jordan line, now a billion-dollar brand. Although Jordan’s role was initially limited to endorsement, it opened doors for athletes to think beyond endorsement deals and toward brand ownership.
Just yesterday, the 40th Air Jordan was released.
Kobe Bryant took things further. His ventures into film, storytelling, and venture capital gave fans and players alike a blueprint for life after basketball.
LeBron James built on that, founding SpringHill Entertainment, co-owning stakes in sports teams, and creating a global media empire.
These pioneers showed the next generation of players that their name, image, and platform could become powerful business tools. We’ve already seen what name, image, and likeness (NIL) has done at the collegiate level in such short time. The next generation of superstars is set up for multi-generational wealth at this rate.
Current Stars Taking Control of Their Brands
Today, player-owned brands are not a side hustle — they’re a second career running parallel to the game. Here’s a look at a few stars leading the charge:
LeBron James – The Empire Builder
LeBron is the gold standard. Aside from owning a production company and media platform, he’s a co-founder of Uninterrupted and has a lifetime deal with Nike, reportedly worth over $1 billion. He also holds equity in Blaze Pizza and sports franchises like Liverpool FC and the Boston Red Sox.
LeBron’s strategy is clear: ownership over endorsement. He controls his narrative, brand voice, and monetization strategy.
Stephen Curry – The Tech Investor and Storyteller
Curry’s brand is built around innovation and family values. He launched SC30 Inc., a parent company that houses his investments, media production, and philanthropy. Curry also invested in tech startups, aligning himself with the future of digital consumer behavior.
Through his brand, Curry not only promotes products but also tells stories that reflect his personality and values.
Kevin Durant – The Silent Tycoon
Durant’s firm, Thirty Five Ventures, manages his media projects, startup investments, and philanthropic efforts. From stakes in Postmates to a media platform called “Boardroom,” KD is one of the most active investors among athletes.
His success proves you don’t need to be the loudest to build one of the strongest personal business portfolios.
Just over two years ago, he joined LeBron and MJ as the third athlete to receive a lifetime deal with Nike.
Why Players Are Building Brands Now
Several key shifts in the sports and media landscape have accelerated the rise of player-owned brands.
1. Social Media Power
Players no longer need networks or publishers to reach millions. With Instagram, YouTube, and Twitter, they control their story. These platforms also serve as marketing channels for personal brands, product launches, and business announcements.
2. Increased Financial Literacy
Thanks to financial advisors, mentors, and player unions, today’s athletes are entering the league with more financial awareness. They understand the importance of diversifying income streams and planning for life after basketball.
3. Heightened Fan Interests
Fans always want more than just stats— they want access. They follow players off the court, listen to their podcasts (or stream guest appearances for the non-Paul Georges of the world), watch their documentaries, and buy their merchandise. Athletes are capitalizing on this by offering authentic, branded experiences.
Brand Extensions: More Than Just Merchandise
Modern NBA brands go far beyond t-shirts and sneakers. Players are:
- Launching Tech Startups (e.g., investing in blockchain, crypto, sports tech platforms);
- Producing Films and TV Series (e.g., “Space Jam 2” by LeBron, “Swagger” inspired by Kevin Durant);
- Entering the Food and Beverage Industry (e.g., LeBron’s Blaze Pizza, CJ McCollum’s wine label);
- Creating Media Networks (e.g., JJ Redick’s The Old Man and the Three podcast turned media company).
This diversity in brand extensions increases their relevance and sustainability across different markets.
Challenges and Risks
While the success stories are impressive, building a personal brand isn’t easy:
- Time Management. Balancing offseason training, games, and business ventures requires discipline and delegation.
- Reputational Risk. One bad product or failed venture can impact credibility.
- Dependence on Advisors. Poor financial advice or management can lead to costly mistakes (e.g. certain Crypto investments)
That said, the rewards often outweigh the risks, especially when the player is actively involved and surrounds themselves with trusted advisors.
The Impact on the NBA and Younger Players
The NBA is embracing this entrepreneurial shift. The league now promotes players’ off-court ventures, knowing it enhances fan engagement and global reach. For the 2025 draft class and beyond, the message is clear: start thinking long term.
Initiatives like the NBA’s “Rookie Transition Program” now include sessions on brand building, digital identity, and financial education, empowering players to begin shaping their brand early.
What It Means for the Future
The rise of player-owned brands signals a future where athletes don’t just sign endorsement deals— they build the companies they promote. In this new era:
- Players will likely enter the league with both business and athletic goals.
- More athletes will become investors, founders, and executives.
- Fans will become not just supporters, but consumers and even shareholders.
And as platforms like 4Rabet continue to grow, fans can stay more connected than ever, engaging with both the sport and the personalities behind it. With a 4Rabet registration bonus, new users can dive into basketball betting while following the latest updates via the 4Rabet Facebook official page.
The NBA is a Player-Driven Brand
The NBA is no longer just about what happens on the court. Today’s stars are building legacies that extend into boardrooms, production studios, and digital marketplaces. The rise of player-owned brands is redefining what it means to be an athlete in the 21st century— powerful, profitable, and culturally influential.
As the league evolves, expect more players to take control of their image, wealth, and impact, creating brands that last far beyond the buzzer.
NIL
Gear up for the Texas A&M Aggies in the 2025 College Football Playoff
Updated Dec. 11, 2025, 6:26 p.m. ET
It’s the best time of year to be a college football fan. After another chaotic season, the field for the 12-team College Football Playoff has been set, and in just a few short weeks we’ll be crowning a new national champion.
Indiana, Ohio State, Georgia, Texas A&M, Texas Tech, Alabama, Oklahoma, Tulane, Ole Miss, Miami (Fla.), Oregon and James Madison are the final teams standing. Whether you’re a lifelong Aggies fan, or just jumping on the bandwagon this year, we’ve got plenty of ways to gear up for the postseason. Here’s everything you need to cheer on Texas A&M throughout the College Football Playoff.
Related:How to buy tickets for every College Football Playoffs game
Texas A&M vs. Miami CFP tickets

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NIL
Why College Football Teams Are Turning Down Bowl Game Bids
Teams are increasingly declining bowl bids due to coaching changes, NIL dynamics, transfer portal chaos, and financial losses, reshaping the postseason landscape.
Throughout college football history, the bowl game marked the celebratory conclusion of a successful season, or at least one in which teams finished with at least a .500 record and became bowl-eligible. Teams’ fans travel from far and wide to cheer their team on national television in a festival-like environment. But the new era of college football has threatened the model that has served the sport admirably for more than 80 years.
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Notre Dame declined its invitation to the Pop-Tarts Bowl this week after being omitted from the 12-team College Football Playoff field, but so did 8-4 Iowa State and 6-6 Kansas State. And to replace those teams and complete the full field of 41 bowl games, some teams that went 5-7 were invited. But then, other 5-7 teams declined as well, including Florida State, Auburn, Kansas, Baylor, Rutgers, and UCF.
Why would college football teams decline to play in the postseason, something college teams, players, and fans look forward to all year? There are a few reasons, according to Matt Brown, who writes the excellent Extra Points college sports newsletter on Substack.
“The dirty little secret is these games often lose money for the schools,” Brown told Boardroom. Lower-tier bowl games require schools to buy a certain number of tickets. “If you’re a Power 4 team and you’re 6-6 or 5-7, your fans are not going to be as excited about buying ticket packages to go watch you play Central Michigan. There’s also the fact that the calendar itself has significantly changed.”
The college coaching carousel seemingly started earlier than normal this year, with James Franklin being fired from Penn State and Lane Kiffin famously leaving Ole Miss for LSU. Iowa State head coach Matt Campbell left the Cyclones for the Penn State job, while Kansas State’s Chris Klieman announced his retirement. Those coaching changes, Brown believes, were big contributors to ISU and K-State declining their bowl games. And even though the Big 12 fined each school $500,000 for not participating in bowl season, that fine may have been less than the losses they would’ve incurred had they gone through with their bowl games.
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For those 5-7 schools that declined offers, they had already begun their respective offseason processes. Assistant coaches were scrambling for better opportunities elsewhere. A percentage of rosters were already making moves via the transfer portal. In some of these cases, it may have been difficult to cobble together a roster and a coaching staff to make this bowl appearance happen. The NIL and transfer portal era, as Brown alluded to, makes the calendar more difficult for these schools to be nimble enough to accept an invitation on short notice.
NIL has also made the allure of these smaller bowl games less appealing. Bowl games, even as recently as 5-10 years ago, were known for the gift packages players received, which were big considering players weren’t officially allowed to make money.
“Even if you were going to a lousy bowl game and didn’t have a great season because it was kind of like a mini vacation where you were allowed to receive gifts,” Brown said. “You might get a free PlayStation, a Fossil watch. You typically do a bunch of team-building activities, and the practices aren’t as intense. But if you’re making $145,000 a season to play football, do you give a shit about any of that?”
If this trend of more teams opting out of bowl games becomes more prevalent, no stakeholder has more to potentially lose than ESPN. The network not only holds broadcast rights to all but a few bowl games, but also owns and operates 17 of the games outright under its ESPN Events umbrella. Luckily for the worldwide leader, Brown doesn’t think ESPN needs to be too concerned about the current bowl game model being threatened by some 6-6 or 5-7 teams opting out.
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“For these lower-tier bowl games, the only reason that these games are worth it for ESPN is because of the television rating that it would generate as essentially gambling inventory during a slow time on the sports calendar,” Brown said. “And it doesn’t really matter who plays in the game. The Boca Raton Bowl is going to do about the same rating, given its time slot and date, no matter who you potentially fill in from there. Having to use Appalachian State instead of Auburn or Rutgers doesn’t fundamentally change the value prop for ESPN at all. And for that matter, they could have 15% of both teams opt out to hit the transfer portal, and it won’t change ESPN’s value prop. Roughly the same amount of people are going to watch the game. If those ratings begin to ever dip, that would change the model. But people in this country really like watching football in December. They don’t really care who it is.”
Brown doesn’t think it will be common for a team that expects a bowl invitation to decline. You may still see it for 5-7 teams, especially from power four conferences, since there’s almost always going to be significant turnover on those rosters and coaching staffs. For a blue-blood program like Ohio State, Texas, or Notre Dame, Brown could see them decline bowl invites if they somehow go 6-6 in a given season.
Hypothetically, bowl games could incentivize certain teams and players to participate by offering them more money. But a large majority of these lower-tier games already operate on razor-thin margins, Brown said, and it’s a lot easier to pay an NIT-bound basketball team of 12-15 players than a 6-6 football team of 80-90 players.
So as long as the current model of revenue sharing, NIL, and the transfer portal in college sports remains the same, there will inevitably be major conference .500 teams that feel that going to a bowl game is just not worth it for them. While the tradition and pageantry of the bowl season will live on, along with fans getting their December gambling fix on ESPN, some fan bases looking forward to seeing their mediocre team play one more game will inevitably just have to wait ’til next year.
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NIL
Coveted $29 million college football HC emerges as a favorite to be next Michigan coach
Michigan surprisingly fired Sherrone Moore and is now searching for a new head coach. The Wolverines missed the busy season of the college football coaching carousel.
It will be worth watching who Michigan is able to land during a unique hiring window. Several college football coaches have emerged as favorites to be named the next Michigan coach.
Alabama’s Kalen DeBoer has surged to the top of the list of the betting odds with a 29% chance, per Kalshi. Washington’s Jedd Fisch is second at 23% and had previously been linked to other openings like Florida before the Gators hired Jon Sumrall.
One of the more intriguing names is Arizona State’s Kenny Dillingham, who is third in the odds at 17%. Let’s dive into the latest rumors surrounding Michigan’s coaching search.
Potential Michigan target Kenny Dillingham signed a $29 million contract extension with Arizona State in Jan. 2025
Dillingham has been a popular name amid a busy coaching carousel, but so far has not shown an eagerness to leave his alma mater. The coach has helped make Arizona State into a perennial Big 12 contender and led the Sun Devils to a College Football Playoff berth in 2024.
“I was never leaving … I never said I was leaving.”
Kenny Dillingham says ASU is “home,” but it’s his responsibility to push for more for the program otherwise he’s “cheating everybody” involved. pic.twitter.com/onpbWRcTLo
— Arizona Sports (@AZSports) November 15, 2025
Back in January, Dillingham signed a five-year, $29 million contract extension with Arizona State, per ESPN. It will be worth watching to see if Michigan could entice Dillingham to leave home.
Arizona HC Kenny Dillingham on coaching rumors: ‘This is home’
Michigan could offer Dillingham more NIL resources than Arizona State. So far, Dillingham has shown patience despite constant rumors linking him to other jobs.
Kenny Dillingham on whether he took calls about coaching changes on the @travistaketwo podcast:
“My agent did. I made it very clear where I wanted to be to all those people… During our football season, I talked to zero people about any other job.”@DevilsDigest pic.twitter.com/OqM2tTo4lt
— George Lund (@GLundMedia) December 10, 2025
“I never said I was leaving,” Dillingham noted back in November, per Newsweek. “This is home. You do have to continue to push. And my job running the program is to push and push and push until you can’t push anymore.
“And if I didn’t do that, I’d be cheating my players. I’d be cheating my staff. I’d be cheating the fan base. I’d be cheating everybody in the city. I’d be cheating the local businesses that feed off of us winning, and then they sell more beer. I’d be cheating everybody,” Dillingham continued.
“My number one goal always is to do whatever I can to push the envelope for Arizona State football.”
NIL
Gear up for the Alabama Crimson Tide in the 2025 College Football Playoff
Updated Dec. 11, 2025, 6:29 p.m. ET
It’s the best time of year to be a college football fan. After another chaotic season, the field for the 12-team College Football Playoff has been set, and in just a few short weeks we’ll be crowning a new national champion.
Indiana, Ohio State, Georgia, Texas A&M, Texas Tech, Alabama, Oklahoma, Tulane, Ole Miss, Miami (Fla.), Oregon and James Madison are the final teams standing. Whether you’re a lifelong Crimson Tide fan, or just jumping on the bandwagon this year, we’ve got plenty of ways to gear up for the postseason. Here’s everything you need to cheer on Alabama throughout the College Football Playoff.
Related:How to buy tickets for every College Football Playoffs game

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NIL
Historic college football program looms as threat to poach Michigan QB Bryce Underwood
As Michigan searches for a new coach, the firing of Sherrone Moore opens the door for top Wolverines like Bryce Underwood to enter the college football transfer portal. Fans may remember that Underwood had a highly competitive recruiting battle that led to a lucrative NIL deal with Michigan.
The Wolverines could benefit from the details of this NIL deal, which may make it more difficult for Underwood to bolt. If Underwood does consider leaving Michigan, one college football program looms above the rest as a potential fit.
Prior to joining Michigan, Underwood was committed to LSU. It just so happens that LSU has a new coach who has a strong track record of working with quarterbacks.
Lane Kiffin is already shooting his shot by recruiting Texas A&M quarterback Marcel Reed on social media. Could LSU make a renewed push to poach Underwood given the uncertainty surrounding Michigan?
#ComeToTheBoot @RGIII Great offense for a QB!!! ♟️ https://t.co/2kUk3MCWbR
— Lane Kiffin (@Lane_Kiffin) December 11, 2025
Let’s revisit Underwood’s recruitment.
Michigan QB Bryce Underwood was originally committed to LSU
Underwood landed a lucrative NIL deal at Michigan. The quarterback’s NIL value is projected at $3 million, one of the highest of any player, per On3. Here is what Underwood had to say about LSU back in June 2024 when the quarterback was committed to the Tigers.
LSU legend Tyrann Mathieu took to social media to recruit Michigan QB Bryce Underwood 👀
(via @Mathieu_Era) pic.twitter.com/oK5UhHzBsh
— Sports Illustrated (@SInow) December 11, 2025
“Honestly, just keeping my name clean [is a priority],” Underwood said at the time, per On3. “Just focusing on what my main goal is [the NFL] and keep everything out of the way. … LSU, honestly, just keeps building and building the process of their players.
“The growth I’ve seen the last couple of years in Jayden Daniels, Garrett Nussmeier and now Colin Hurley now. Just seeing the growth of them is bringing me closer and closer [to LSU].”
Michigan QB Bryce Underwood was recruited by other top college football programs, including LSU, Alabama and Ohio State
It is worth noting that Moore’s firing does not guarantee that Underwood will leave Michigan. Yet, the longer Michigan’s coaching search goes, the more speculation will swirl about Underwood’s future.
Bryce Underwood, ESPN’s No. 1 recruit in 2025 class, has FLIPPED his commitment from LSU to Michigan, per @adamschefter 🤯
Michigan offered Underwood a 4-year, $10.5M NIL deal in an attempt to flip his LSU commitment, per @On3NIL
More here: https://t.co/3yLi7yWFB6
(📸:… pic.twitter.com/LvUprESPWG
— Bleacher Report (@BleacherReport) November 21, 2024
LSU and Michigan were the two heavy hitters in Underwood’s recruitment, but there were additional programs who pursued the touted quarterback. Underwood had offers from nearly every major college football program, including Alabama, Ohio State, Tennessee and Notre Dame.
So far, Underwood has remained quiet since the Wolverines moved on from Moore. It will be interesting to see if Kiffin attempts to make a strong push to bring Underwood to LSU in one of his first major moves. One of the top priorities for Michigan’s next coach will be attempting to keep Underwood in Ann Arbor.
NIL
LSU announces extension, new NIL program with Nike
Updated Dec. 11, 2025, 4:08 p.m. CT
BATON ROUGE — LSU not only announced it is reupping its long-term partnership with Nike ON Thursday but that the school will be at the forefront of a new Name, Image and Likeness venture through the global brand as well.
Nike’s Blue Ribbon Elite NIL program will work with LSU athletes across many different sports.
Among the LSU athletes that have signed with Nike are Casan Evans and Derek Curiel (baseball), ZaKiyah Johnson (women’s basketball), D.J. Pickett and Trey’Dez Green (football), Jurnee Robinson (volleyball), Kailin Chio (gymnastics), Tori Edwards and Jayden Heavener (softball) and Dedan Thomas Jr. (men’s basketball).
“LSU and Nike are two of the top brands in sport and an ideal duo,” LSU athletics director Verge Ausberry said in a school release. “We are both continuously looking to innovate and stay ahead of the game, and that’s what we intend to do in the future with this extended partnership. LSU has always been at the forefront of NIL strategy, and as the launchpad for Nike Blue Ribbon Elite, we look forward to working with Nike to offer our student-athletes unrivaled opportunities to capitalize on their brands.”
The extension between Nike and LSU runs through 2036. The deal already in place between the two entities was set to expire this coming summer.
Cory Diaz covers the LSU Tigers for The Daily Advertiser as part of the USA TODAY Network. Follow his Tigers coverage on Twitter: @ByCoryDiaz. Got questions regarding LSU athletics? Send them to Cory Diaz at bdiaz@gannett.com.
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