2024 was a groundbreaking year for NIL, with Purdue's Zach Edey leading the pack as the top-earning male athlete and UConn's Paige Bueckers dominating on the women's side.

Schools like Purdue, UConn, and Illinois cemented their place as NIL powerhouses, driving fan engagement and record-breaking merch sales. Fans showed unprecedented support, making exclusive drops like Paige Bueckers' "Streetwear" collection and Zach Edey's "Big Maple" tee instant classics.

As college sports fandom reaches new heights, schools, athletes, and brands are making waves, setting benchmarks for excellence in marketing, personal branding, and athletic achievement. This blog will spotlight the standout performers of 2024 celebrating the top-selling schools, the most popular sports, the best programs, and more.

Get ready to dive into the numbers, stories, and trends that defined the year. Whether you're a student-athlete aiming to build your NIL strategy, a fan looking to rep your team, or just someone curious about the impact of NIL in college sports, this guide has something for everyone.

The NIL Store’s success this year proves one thing: when athletes win, everyone wins. Let’s take a closer look at the year’s best in NIL.

Top 20 Schools

Some schools have emerged as leaders in fostering fan engagement and driving merch sales. These institutions didn’t just compete in stadiums and arenas—they excelled in the marketplace, where their fanbases turned loyalty into record-breaking sales. From jersey sales to exclusive drops, these schools proved that NIL isn’t just about individual athletes; it’s about entire communities rallying behind their teams.

Here are the top 20 schools that set the standard for NIL merchandise sales and showcased the power of a united fanbase.

1. Purdue - Purdue University

2. UConn - University of Connecticut

3. Illinois - University of Illinois Urbana-Champaign

4. Iowa - University of Iowa

5. North Carolina - University of North Carolina

6. Indiana - Indiana University

7. Marquette - Marquette University

8. Nebraska - University of Nebraska-Lincoln

9. Boise State - Boise State University

10. LSU - Louisiana State University

11. WKU - Western Kentucky University

12. Iowa State - Iowa State University

13. UCLA - University of California, Los Angeles

14. West Virginia - West Virginia University

15. Colorado - University of Colorado Boulder

16. Arkansas - University of Arkansas

17. Louisville - University of Louisville

18. South Dakota - University of South Dakota

19. Ohio State - The Ohio State University

20. Rutgers - Rutgers, The State University of New Jersey

Top 10 Sports

From the court to the field, certain sports took center stage the past year, driving fan engagement and merchandise sales. These sports weren’t just about competition—they became cultural phenomena, uniting fans and athletes in new ways.

Let’s take a look at the top 10 sports that dominated the NIL landscape this year.

1. Men’s Basketball

2. Football

3. Women’s Basketball

4. Baseball

5. Softball

6. Women’s Volleyball

7. Women’s Soccer

8. Women’s Lacrosse

9. Men’s Soccer

10. Women’s Gymnastics

Top 20 Programs

What makes a program rise to the top in the NIL era? It’s more than just athletic talent—it’s about the stories, rivalries, and moments that connect fans to their teams. These top programs proved their dominance not only in competition but also in creating unforgettable experiences for their fanbases.

Whether it’s a buzzer-beater that goes viral, a historic championship run, or an athlete whose jersey every fan wants to wear, these programs shaped the NIL landscape in unique ways. Here’s a closer look at the 20 programs that defined excellence and innovation this year.

1. Purdue Men’s Basketball

2. UConn Women’s Basketball

3. Illinois Men’s Basketball

4. Boise State Football

5. Marquette Men’s Basketball

6. LSU Women’s Basketball

7. Iowa Women’s Basketball

8. Illinois Football

9. UConn Men’s Basketball

10. Nebraska Football

11. Iowa Football

12. WKU Football

13. Colorado Football

14. Duke Men’s Basketball

15. Rutgers Men’s Basketball

16. North Carolina Men’s Basketball

17. Indiana Men’s Basketball

18. Purdue Football

19. Indiana Football

20. Iowa State Men’s Basketball

Top Jersey Sales

Jerseys are more than just apparel—they’re symbols of fandom, pride, and loyalty. In 2024, these standout designs captured the hearts of fans, combining style, performance, and the stories of the athletes who wear them.

1. Boise State FB - Ashton Jeanty Blue Jersey

This electric blue jersey with bold orange accents radiates Boise State pride, offering a lightweight and breathable design perfect for game day energy.

2. UConn WBB - Paige Bueckers White Jersey

A clean, crisp white jersey accented with UConn's iconic navy and red trims, embodying both performance and timeless Huskies style

3. Purdue MBB - Zach Edey Black Jersey

This bold black jersey with gold accents mirrors Zach Edey’s commanding presence on the court, making it a perfect choice for fans who love timeless designs.

4. Purdue MBB - Zach Edey White Jersey

Zach Edey’s White Jersey stands out with its sleek plaid side panels and elegant script logo, blending Purdue tradition with a modern twist.

5. UConn WBB - Paige Bueckers Navy Jersey

A rich navy design paired with red and white trims gives Paige Bueckers' Navy Jersey a bold, dynamic look that represents UConn pride.

6. Purdue MBB - Braden Smith White Jersey

Braden Smith’s White Jersey combines a polished Purdue script with clean gold accents, making it a standout in any Boilermaker collection.

7. Illinois MBB - Terrence Shannon Jr. Orange Jersey

This vibrant orange jersey with bold "Fighting Illini" text captures the energy and spirit of Illinois basketball, celebrating Terrence Shannon Jr.’s impact.

8. Purdue MBB - Braden Smith Black Jersey

This black jersey with bold gold detailing brings a sleek and powerful look to Braden Smith’s game-day style, embodying classic Purdue excellence.

9. Purdue MBB - Zach Edey Campus Edition Jersey

10. Illinois MBB - Terrence Shannon Jr. White Jersey

A clean white design with elegant orange and blue trims, this jersey captures Illinois pride with its bold “Illinois” script and dynamic flair.

11. Marquette MBB - Kameron Jones Gold Retro Jersey

This striking retro gold jersey is accented with bold striped side panels, offering a nostalgic yet fresh style that celebrates Marquette basketball heritage.

12. Rutgers MBB - Dylan Harper Red Jersey

With its vivid red fabric and clean black and white trims, this Dylan Harper jersey is the perfect way to show off your Scarlet Knights spirit.

13. LSU WBB - Angel Reese Campus Edition Jersey

14. Arizona State FB - Cam Skattebo Maroon Jersey

This vibrant maroon jersey, accented with bold gold numbers and “Sun Devils” branding, is a standout tribute to Arizona State’s fiery spirit.

15. Mississippi State MBB - Josh Hubbard Maroon Jersey

With its rich maroon tone and classic white lettering, this Josh Hubbard jersey delivers a sleek and timeless Mississippi State style.

16. Purdue MBB - Braden Smith Campus Edition Jersey

17. Rutgers MBB - Ace Bailey Red Jersey

This striking red jersey, with bold black and white trim and Ace Bailey’s number 4, perfectly captures the pride of Rutgers basketball fans.

18. Arkansas Baseball - Wehiwa Aloy Hawaiian Jersey

With its cream base and floral patterns, this jersey adds a tropical twist to Arkansas pride, blending style and team spirit in a unique way.

19. UConn WBB - Paige Bueckers Pink Jersey 

20. Nebraska FB - Dylan Raiola Red Jersey

This bold red jersey with clean white accents and "Huskers" branding delivers a powerful statement of Nebraska football pride.

Top-Selling Exclusive Drops

 From bold designs to creative collaborations, exclusive drops offered fans something they couldn’t find anywhere else. These weren’t just items—they were statements, bringing together culture, pride, and individuality in a way that only limited-edition releases can.

Here’s a closer look at the exclusive merch drops that turned heads, sparked conversations, and became instant classics this year.

1. UConn - Paige Bueckers “Streetwear”

This bold streetwear collection featuring Paige Bueckers combines a vintage-inspired graphic design with modern athletic flair, making it a standout for any UConn fan.

2. Duke - Jared McCain “Polish” 

3. Purdue - Lance Jones “Lance Dance”

Celebrate Lance Jones’ energy with the “Lance Dance” collection, available as both a tee and crewneck sweatshirt, featuring playful artwork and a bold, fan-favorite design.

4. Purdue - Zach Edey “3DEY” Black Tee

The “3DEY” tee is all about simplicity and impact, showcasing bold lettering in Purdue’s iconic gold on black, reflecting Zach Edey’s dominance on the court.

5. UConn - Nika Mühl “Retro”

6. Illinois - Dain Dainja “Dainja Zone”

7. NIL - Caleb Love “From Tucson with Love”

This vibrant red tee pays homage to Caleb Love with retro-inspired typography and desert-themed graphics, making it a love letter to Tucson and basketball fans alike.

8. Boise State - Ashton Jeanty “Boogeyman” Tee

With a hauntingly cool design, this black tee captures Ashton Jeanty’s electrifying presence on the field, featuring bold visuals and an unforgettable tagline.

9. Purdue - Zach Edey “Big Maple” Tee

A playful nod to Zach Edey’s Canadian roots, the “Big Maple” tee features a fun syrupy design paired with Edey’s larger-than-life charisma.

10. Virginia Tech - Liz Kitley and Georgia Amoore “Queens of Cassell”

Top-Earning Male and Female Athletes 

 From record-breaking deals to viral merch collections, these players defined what it means to thrive in the NIL landscape.