The Duke men’s basketball team enters the 2024-25 season with a lot of hype for plenty of reasons. One of the biggest, though, is five-star freshman Cooper Flagg, who readies for his debut as one of the most highly touted freshmen in recent memory.

In terms of the new era of NIL money, he’s making a lot of it. According to the On3 men’s basketball NIL valuation rankings, Flagg is worth roughly $2.6 million, good enough for the highest total in the sport.

While the Maine native has a handful of deals, two of Flagg’s most notable endorsement agreements came with Gatorade and New Balance.

The New Balance deal, which came first, was announced back in August.

“The connection with New Balance as a family company and a company with Maine roots means a lot to me,” Flagg told ESPN’s Adrian Wojnarowski when the partnership was announced. “My mom used to go to the tent sale for back-to-school shopping there when we were kids. That really aligns the brand with my roots. It’s a perfect fit.”

His most recent deal with Gatorade was revealed just on Tuesday, making him the first men’s college basketball player to sign with the company.

“This has been a big year for me on and off the court, and Gatorade has been there the whole way,” Flagg said in a news release. “From being named the Gatorade Best Male Player of the Year to now officially joining the team, it’s been surreal to have my name mentioned with some of the biggest names in basketball. The Gatorade roster is iconic, and I’m excited to work with them as I take this next step.”

On3 also factors Flagg’s Instagram account, which boasts more than 800,000 followers, in his valuation.