In 2025, ten men's college basketball programs, including Duke, Kentucky, and North Carolina, are reported to be spending over $10 million on NIL contracts, according to CBS Sports' Matt Norlander.

These teams, which also include Arkansas, BYU, Indiana, Louisville, Michigan, St. John's, and Texas Tech, are strategically positioned to enhance their rosters through key additions in the transfer portal.

Notably, BYU has secured the top recruit AJ Dybantsa with an impressive NIL deal worth nearly $7 million, highlighting a significant investment in future talent.

North Carolina is looking to leverage its NIL spending to rebound from a disappointing 2024-25 season, where they narrowly missed the NCAA tournament and faced an early exit.

Meanwhile, Duke aims to build on its recent success following a 2025 Final Four appearance, although they are facing the potential loss of star player Cooper Flagg, who boasts the highest NIL valuation in college basketball at $4.8 million.

Kentucky, with an NIL budget of approximately $10 million for the upcoming season, is eager to improve after finishing with a 24-12 record in Mark Pope's first year as head coach.

These financial commitments to NIL contracts reflect a growing trend among top programs to outbid rivals and secure elite talent through the transfer portal.