The 2025 NCAA Tournament and the Rise of NIL: How McNeese State’s Manager Stole the Spotlight
- Wolfe Sports Recruiting
- May 26
- 5 min read
Updated: Sep 23
The 2025 NCAA Men’s Basketball Tournament, dubbed “March Madness,” was a showcase of elite competition, with Florida clinching a thrilling 65-63 victory over Houston to claim the national championship on April 7 at the Alamodome in San Antonio. Yet, amidst the dominance of top-seeded teams like Florida, Houston, Duke, and Auburn—all No. 1 seeds reaching the Final Four—one underdog story captured the nation’s attention: McNeese State’s improbable run to the Round of 32, fueled by the viral fame of their student manager, Amir Khan, the first student manager in college basketball history to secure Name, Image, and Likeness (NIL) deals. At Wolfe Sports Recruiting, we see Khan’s story as a game-changer, signaling a new era where high school athletes can leverage NIL to build their brands and transform their futures, just as McNeese did on the national stage.
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The 2025 NCAA Tournament: A Chalky Classic with a Cinderella Twist
The 2025 tournament was one of the least upset-prone in NCAA history, with only four upsets total—three in the first round and one in the second. The Sweet 16 featured exclusively Power Four conference teams (SEC, Big Ten, Big 12, ACC), and the Elite Eight included four No. 1 seeds, three No. 2 seeds, and one No. 3 seed, tying the 2007 tournament for the lowest-seeded Elite Eight ever. Florida’s path to the title included victories over UConn, Maryland, Texas Tech, and Auburn, with star Walter Clayton Jr. delivering a standout 34-point performance in the Final Four against Auburn. Houston, powered by a top-ranked defense and veterans like LJ Cryer, reached the championship game after a dramatic comeback against Duke.
Yet, the tournament’s most compelling narrative came from McNeese State, a No. 12 seed from the Southland Conference, which pulled off a stunning first-round upset over No. 5 Clemson. Under coach Will Wade, the Cowboys boasted a top-five scoring defense and a 30-4 regular-season record, having lost only once since November. Their fast-paced, press-heavy style overwhelmed opponents, but it was student manager Amir Khan, nicknamed “Aura,” who became the face of their Cinderella run. Khan’s pregame ritual—walking the team out of the tunnel with a boombox blasting rap songs like Lud Foe’s “In & Out”—went viral, drawing millions of views on social media.
Amir Khan: The NIL Pioneer
Amir Khan’s rise to fame was more than just a feel-good story—it was a landmark moment for NIL in college athletics. As the first student manager to secure NIL deals, Khan signed endorsements with Buffalo Wild Wings, TickPick, and Insomnia Cookies, capitalizing on his viral persona. Sporting a custom “Aura” jumpsuit and selling his own T-shirts, Khan turned his sideline energy into a marketable brand, proving that NIL opportunities extend beyond players to anyone who can capture an audience. His social media presence, amplified by posts like one from @yaboiTCfresh on March 22, 2025, showcasing his jumpsuit before the Purdue game, made him a tournament sensation.
Khan’s impact went beyond personal gain. His visibility boosted McNeese’s profile, drawing attention to their program and inspiring their upset victory. Though the Cowboys fell to No. 4 Purdue in the Round of 32, Khan’s story highlighted how NIL can elevate not just individuals but entire teams. At Wolfe Sports Recruiting, we see Khan’s success as a blueprint for high school athletes: with the right strategy, anyone can leverage their unique brand to create opportunities, whether they’re on the court or on the sidelines.
Lessons for High School Athletes: Seizing Local NIL Opportunities
McNeese State’s run and Khan’s NIL deals underscore a critical lesson for high school athletes: the NIL era is a chance to take control of your future. In states like Ohio, California, and Texas, where high school NIL is permitted, athletes can start building their brands now, securing local deals that mirror Khan’s success. Here’s how high school athletes can apply these lessons, based on our expertise at Wolfe Sports Recruiting:
Create a Viral Brand: Khan’s “Aura” persona was authentic and engaging, resonating with fans and brands alike. High school athletes should use platforms like Instagram and TikTok to showcase their personality—whether it’s pregame rituals, training clips, or community involvement. A viral moment, like Khan’s boombox walkout, can attract local businesses looking for authentic ambassadors.
Target Local Businesses: Just as Khan partnered with national brands, high school athletes can pitch to local restaurants, gyms, or car dealerships. A 2024 Opendorse report notes that high school athletes in NIL-friendly states are earning $500–$5,000 annually from local deals. Start by following businesses on social media, engaging with their posts, and sending professional pitches with your highlight reel or social media stats.
Stay NCAA-Compliant: Khan’s deals were structured to align with NCAA rules, a must for high school athletes aiming for college eligibility. Work with advisors or programs like ours to ensure contracts avoid restricted categories (e.g., alcohol, gambling) and comply with state regulations.
Inspire Your Team: Khan’s energy lifted McNeese’s morale, contributing to their upset win. High school athletes can use their NIL platforms to promote their teams, boosting school spirit and attracting college scouts. For example, a viral post tagging your school’s athletic department can increase visibility for both you and your program.
Athletic Departments: Running Like Businesses
McNeese’s success also highlights the potential for high school athletic departments to operate like businesses, as outlined in our previous thought leadership. By facilitating NIL deals, schools can earn commissions (10–20% in states like Ohio) to fund equipment, travel, or scholarships. A 2023 study estimated that schools in NIL-friendly states could generate $10,000–$50,000 annually through such arrangements. McNeese’s tournament run, amplified by Khan’s fame, shows how a single individual’s NIL success can elevate an entire program’s profile, attracting sponsors and fans. High school athletic departments should create NIL marketplaces, partner with local businesses, and educate athletes on compliance to maximize these opportunities.
A New Era for High School Athletes
The 2025 NCAA Tournament was more than a battle for a championship—it was a stage for stories like McNeese State’s, where a student manager’s NIL deals stole the spotlight. For high school athletes, this is a call to action: start building your brand now, target local businesses, and partner with your athletic department to create a win-win. At Wolfe Sports Recruiting, we’re here to guide you every step of the way, from crafting your first pitch to landing your first deal. Let’s take inspiration from Amir Khan and make your NIL journey the next big story.
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