Duke GM explains how she helps Cooper Flagg balance $2.6 million worth of NIL deals: “trying to be the bad guy”

Cooper Flagg is the most anticipated rookie of this college season. The small forward is bringing in big money with his NIL deals even before debuting with the Duke Blue Devils and is already valued at $2.6 million (per On3).

During an interview with teammate Caleb Foster on "The Brotherhood Podcast" on Friday, Duke manager Rachel Baker explained how she works with the players for their brand deals.

"I think it's about understanding that you guys are all different and getting to know Cooper when he got here and that even more so. I think basketball is your primary focus, and NIL is a result of that but not anything you want to spend too much time on," she said. (06:25)

Baker added that her goal is to ensure that NIL and its added responsibilities are as light as possible for the players so that they can make use of their opportunities.

"But I think how close I am with our creative team, with our coaching staff and understanding you guys and what the priorities might look like and then trying to be the bad guy when I have to and make things easier on you so you can all reach your individual goals," she said.

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Cooper Flagg signs major NIL deal with Gatorade

After JuJu Watkins, Caitlin Clark and Paige Bueckers, Cooper Flagg became the first male college basketball player to sign an NIL deal with Gatorade on Oct. 29. Colorado Buffaloes starting quarterback Shedeur Sanders is the only other male college athlete associated with the brand.

“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, per Boston.com. “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.”

Flagg's other major NIL deals include New Balance and Cort Furniture. While making big business moves, Flagg is also preparing for his debut with Duke. He is expected to be the answer to the Blue Devils' decade-long championship drought.

Flagg will play his first game of the 2024-25 season on Monday against Maine, his home-state school.