The escalating availability of Name, Image, and Likeness (NIL) opportunities has significantly encouraged collegiate athletes to prolong their academic careers, allowing them more time to refine their skills before attempting to enter the NBA. This development also offers advantages to athletes in the G League, the NBA`s primary developmental circuit in North America. The additional financial support is crucial, as the typical G League salary stands at approximately $43,000, despite some players securing more lucrative Exhibit 10 or two-way agreements.
With an average duration of just two and a half seasons, many G League players depart prematurely for international leagues, where earnings are considerably higher. However, perseverance in the G League has proven beneficial for individuals like Drew Timme, a former standout from Gonzaga. Timme participated in over 40 G League contests during the last two seasons, leading to a late-season call-up to the Nets in the 2024-25 NBA regular season. His strong performance against NBA-level talent, averaging 12.1 points and 7.2 rebounds over nine games, secured him a two-year contract with Brooklyn this summer.
“While it`s not typically a player`s initial aspiration, reflecting on my time there, it was immensely helpful and truly necessary,” Timme commented regarding his G League experience. “It specifically allowed me to focus on aspects of my game essential for NBA readiness. I doubt my journey would have been as successful without it. I genuinely needed that period to adapt and grow, which is precisely the G League`s purpose. It`s designed to facilitate player improvement and career progression, and it proved pivotal for my development.”
According to Jeff Aubry, Executive Director of the Next Gen Basketball Players Union, the increasing number of NBA players who have spent time in the G League underscores its importance as a development pathway and a means of retaining talent.
“We observed 79 player call-ups last year, preceded by 81 the year prior,” Aubry stated. “These figures represent the second and third highest totals in the league`s history, indicating a likely sustained trend. Currently, more than fifty percent of all NBA players possess G League experience, counting the three two-way contract holders per team and assigned players—with over 100 individual assignments occurring last season, and around 90 the season before.”
Aubry attributed this rise in numbers partly to the financial flexibility afforded by college NIL earnings, which “enables athletes to stay longer and fully explore opportunities within the G League.”
During his collegiate tenure, Timme secured numerous NIL endorsements, many of which capitalized on his distinctive mustache. These agreements ranged from local businesses in Spokane to prominent brands like Beats by Dre and Pringles. Upon graduating, the ex-Gonzaga standout opted to limit his NIL engagements to minimize distractions while striving to enter the NBA. Fortuitously, he commenced his professional journey with an Exhibit 10 contract—a one-year, minimum salary agreement—though he had contemplated playing internationally before committing to the Nets.
Just as Timme benefited from a prominent college program, so too did Armando Bacot, who disclosed last year that he amassed over $2 million from NIL deals while at North Carolina.
“It was over two million, and I say that with humility,” Bacot shared on the Run Your Race podcast. “However, it truly reflects the power of the Carolina brand, given that I earned life-altering money simply by playing college basketball. Truly life-changing.”
While student-athletes can accumulate substantial earnings, these financial streams often cease post-graduation. Recognizing this challenge firsthand, Aubry collaborated with Columbia University to devise strategies for players to sustain their NCAA NIL value and generate further opportunities as professional athletes.
Among the students participating in this initiative was Carlos Fuentes, who, during his time playing for the University of Denver, facilitated deals for his fellow teammates. Fuentes noted that many collegiate NIL agreements he managed were short-lived, often concluding after only a few months or upon the athlete`s graduation.
“A primary motivation for addressing this issue is the lack of attention given to the NIL environment once athletes leave the NCAA,” he explained. “While some players earned upwards of $800,000, or even millions, in college, there`s little clarity on what becomes of their NIL visibility and marketability as they transition into professional careers.”
Fuentes underscored the significance of events like March Madness as major marketing platforms, along with the invaluable financial support often provided by alumni. He also pointed out how collectives, university marketing departments, and national television exposure contribute to collegiate athletes` public profiles. Fuentes` concluding presentation emphasized that G League players frequently face a significant decline in NIL opportunities due to limited institutional support.
Fuentes and his peers proposed several strategies to assist G League athletes. These include leveraging NIL brand platforms such as Opendorse, which boasts a roster of over 100,000 athletes, including prominent figures like Steph Curry, available for various services such as personalized messages, autograph signings, brand endorsements, and public appearances. Aubry noted that this approach could significantly boost players` local community visibility. He has initiated discussions with several companies to determine the most effective methods for integrating his players onto these platforms.
This concept of a digital marketplace complements another key strategy: equipping G League players with knowledge on cultivating their personal brands. Dakota Rivers, a forward for the Texas Legends, exemplifies this, having established himself as an influencer during his tenure at Florida Gulf Coast. He currently boasts 171,000 YouTube subscribers and 101,000 Instagram followers.
During his collegiate career, Rivers collaborated with major brands including McDonald`s, Walmart, Crocs, and Gatorade. These short-term agreements did not extend into his G League career after he went undrafted in 2024. Nevertheless, his robust social media footprint has been instrumental in maintaining a consistent income.
“Fortunately, I had already established a strong social media presence before joining the G League,” Rivers shared. “My earnings remained consistent even after college graduation, thanks to the continuous activity on my YouTube channel and Instagram, allowing me to sustain myself financially.”
Aubry cited Rivers as a prime illustration of how athletes can proactively generate opportunities for themselves, irrespective of their duration in the G League.
“I consider him a foundational model; he`s been cultivating this since his college days, producing highly engaging content and showcasing a compelling personality,” Aubry commented. “Therefore, I view this as the approach to encourage players to be more proactive in developing their social media presence, particularly in an environment where engagement directly correlates with financial opportunities.”
Aubry aims to ensure his players are sufficiently informed and equipped to capitalize on the current surge in NIL opportunities.
“My perception is that in the NCAA, opportunities are often presented to athletes passively, whereas in the G League, they receive no such handouts,” he stated. “To effectively leverage these opportunities, players must be highly proactive in creating them. Thus, empowering them with the resources to expand upon the personal brand they built in college is crucial. Furthermore, deepening their business acumen is vital for a comprehensive understanding of their professional landscape.”
