Breaking: Analyst Rips Cooper Flagg’s Reported $28,000,000 Duke Deal as the ‘Dumbest NIL Story Ever Seen…
In a fiery on-air segment that has quickly gone viral, college basketball analyst Doug Gottlieb slammed the recent rumor that Duke freshman phenom Cooper Flagg is set to make $28 million through Name, Image, and Likeness (NIL) deals during his first year in Durham. Calling it the “dumbest NIL story I’ve ever seen,” Gottlieb questioned not only the accuracy of the number but also the broader narrative it promotes about college athletes and NIL.
Flagg, the consensus No. 1 recruit in the Class of 2024, has been generating unprecedented media buzz since committing to Duke last fall. Standing at 6-foot-9 with elite versatility, the Maine native has drawn comparisons to NBA stars like Jayson Tatum and even Kevin Durant. The hype surrounding his on-court potential has naturally extended into off-court endorsements, making him one of the most marketable amateur athletes in recent memory.
Still, the $28 million figure — reportedly leaked on social media and circulated widely without a verified source — raised eyebrows across the sports world. Speaking on his podcast and during a FOX Sports radio segment, Gottlieb didn’t hold back.
“Let’s be clear — Cooper Flagg is a phenomenal talent and will absolutely cash in on NIL. But $28 million? In one year? That’s NBA max money,” said Gottlieb. “We’re talking more than what Zion [Williamson] made his first year in endorsements — and he was the most hyped college athlete in a decade.”
Gottlieb went on to criticize media outlets and fans for spreading exaggerated NIL numbers without verification. “There’s this dangerous habit of inflating NIL earnings just for headlines. The reality is, the majority of athletes aren’t making even a fraction of that, and stories like this only feed misinformation.”
Industry insiders largely agree. NIL valuation firm On3, which tracks player earning potential, estimates Flagg’s current NIL valuation to be in the $1.5–2.5 million range — certainly lucrative, but nowhere near the astronomical $28 million figure.
Even agents and brand managers with ties to Duke-affiliated athletes have weighed in anonymously, calling the rumor “wildly unrealistic” and “potentially harmful.” One executive noted, “It sets unfair expectations for both fans and future recruits. NIL is evolving fast, but we’re not in NBA salary territory for college players — not even for the very best.”
Flagg himself has remained silent on the matter, choosing instead to focus on training and preparing for what is expected to be a standout freshman season. Duke has also declined to comment.
Still, the episode has reignited conversations about transparency in NIL reporting, the need for regulation, and the influence of social media on college sports narratives. As the NIL era matures, experts say separating fact from fiction will be critical — not just for media credibility, but for the health of college athletics.
As Gottlieb concluded, “It’s OK to be excited about a player like Flagg. He’s special. But let’s not lose our grip on reality. If we keep throwing out fantasy numbers, we undermine the real progress NIL is making.”
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