Players Capitalize on NIL During March Madness for First Time

The NCAA Division I basketball tournaments are the biggest stage in college sports aside from the College Football Playoff.

Thanks to name, image, and likeness rules, athletes can monetize that stage for the first time — and already, men’s and women’s players have begun to capitalize.

Yahoo Sports inked a deal with Gonzaga’s Chet Holmgren and Duke’s Paolo Banchero to promote its men’s basketball bracket challenge.