But now, they are also expecting Duke’s brand to bring six-figures-plus of monetary value.įor example, Duke’s 2022 recruiting class is worth a collective $124,000 in NIL value, according to recruiting website On3. These athletes expect to get world-class coaching and exposure at Duke while also increasing their chances of making it to the NBA. And given that incentives drive outcomes, it is no longer acceptable for the top programs to rely on their history or legacy - they need to use that as an advantage in a NIL world.ĭuke has the #1 recruiting class for the coming 2022-23 season and currently has the top recruiting class for 2023-24. Marks went on to say he thinks “this is a move that will soon be emulated by all of college basketball’s top programs,” and that Kentucky is already in the hiring process.īut I like his take on the overall impact of the hire because it addresses the key point.Ĭollege sports are a (big) business, both for the schools and the athletes. Hiring Baker, one of the more-connected people at any level of basketball, shows a commitment to ensuring Duke remains at the forefront of NIL.” But in an era where schools (read: their boosters) can put together compelling financial packages for prospects - good luck re-regulating NIL framework now, NCAA - Duke can’t afford to rely solely on the strength of its brand or legacy. Look, Duke is always going to attract elite talent because of its brand: the NBA pipeline, the vast network, the athletic training and strength program, and of course, the coaching. “Because navigating the NIL world is now as much a part of his job as coaching and recruiting - and because especially at a place like Duke, it’s the sort of issue top prospects are going to want answers on. Here’s how The Athletic’s Duke beat writer, Brendan Marks, breaks it down: My opinion on this hire is pretty simple: Duke is one of the premier college basketball programs in the country, and if they want to hold that position while legendary coach Mike Krzyzewski rides off into the sunset, NIL is a huge component-and this helps. (Image: Rachel Baker via Duke Basketball) "We're in the middle of such a transformative moment - not only for Duke, but for the college basketball landscape - and the chance to be part of it is the opportunity of a lifetime.” "I could not be more excited to join Jon Scheyer and the entire Duke Basketball family," Rachel Baker said in a statement. That included partnerships for Nike’s Elite Youth Basketball League (EYBL) and also the management of strategic initiatives between Nike and NBA All-Star Kevin Durant. "Rachel is a one-of-a-kind talent with unique experience that will provide our players and their families with an unparalleled resource and partner as we navigate new frontiers of college basketball together.”īaker spent eight years working at Nike and one year at the NBA, leading sports marketing initiatives across the athlete development journey. "The state of college basketball is growing and changing at an exponential rate," Jon Scheyer said in a statement.
Duke basketball professional#
In addition to supporting Duke basketball players in their student-athlete career, including developing personal and professional skill sets, Baker’s duties will include overseeing name, image, and likeness (NIL) opportunities as they arise. The Duke men’s basketball team and new coach Jon Scheyer have hired former Nike executive Rachel Baker as the team’s first-ever general manager (GM).
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