Virginia should take a look at college basketball’s newest pioneers

The NIL world that ultimately led to coach Tony Bennett’s retirement will finally slow down to some degree, but that doesn’t mean there will be a level playing field. In 2025-2026, the revenue-sharing model consistent with the House settlement would allow at-large conference schools to allocate a pool of approximately $20 million to the sports in their athletic departments, namely football and men’s basketball. Schools like Virginiawhich have distinguished themselves especially in Olympic disciplines, continue to operate in the green on behalf of the two above-mentioned money makers.

However, the alleged salary cap will fall victim to outside players. Players will still have the opportunity to negotiate deals with companies outside of the revenue already earned under the shared model, provided those deals reflect fair market value and are reported to the database above $600. This will aim to eliminate the current practice of pay-for-play. Will schools now become more adept at hiding pay-for-play deals, i.e. incentives promising millions to a specific player without a specific business purpose? Undoubtedly. Will the NCAA protect against schools looking to gain a competitive advantage? This remains to be seen.

Unfortunately, Director of Athletics Carla Williams and her staff are at a critical juncture that will determine the future of the Virginia athletics program. The university has always done things differently, whether through high-level academic standards or coach Tony Bennett’s unique development system that opposed uniform structures.

If Virginia wants to adapt to the current men’s college basketball landscape, there are two avenues available, one of which I assume the athletic department will hope to take. While the NIL takes second place to football in Division I programs, a few programs remain alive (and well) following a model oddly similar to Bennett’s in 2010, relying on player development, retention and transfers to fill certain roles. NIL did not play as large a role in the success of each program as it did with others.

Here are some “case studies” of culture-rich schools – less about money than about formula and within the system – that should restore hope to a men’s basketball program that faces several question marks, especially regarding NIL’s fierce rivalry with other major conference universities.

*Except San Diego State, all of these schools have posted higher winning percentage in the last three years (NIL/transfer portal era) than in the three years prior to the 2021-2022 season. Also, recent article by Gary Parrish and Matt Norlander surveyed over 100 college coaches about the top NIL players in men’s college basketball and listed 27 schools, however, none of the following five showed up. Each of the five players finished last season in the top 20 of the AP rankings, and three finished in the top 10.

1. San Diego State, 75% winning percentage from 2021-2022 (78.7% previously)

West Virginia, the Aztecs did not deviate from their defensive style. Although competing in the weaker Mountain West region, coach Brian Dutcher led his teams to a National Championship appearance and a berth in the Sweet Sixteen since the NIL began; moreover, Virginia’s NIL resources can certainly compete with resources such as the Aztecs. Player development and retention (although this year’s lineup reflects major changes) remains a relative strength in a world where players come and go as they please.

That doesn’t mean the Hoos will want to hire Dutch if things go well, but San Diego State offers a glimmer of hope for schools looking to maintain their identity. Defense, rushing and sacrifice come to mind as pillars of the Aztecs’ program – not far from Virginia’s. The Flying Dutchman has brought in players from universities like Seattle, Oakland, Cal and TCU over the past few seasons, making them national championship contenders with the Aztecs. Portaling frequently can pay dividends in finding those hidden gems in the recruiting funnel and, more importantly, keeping them with the company for many years to come.

2. Iowa, 66.7% from 2021-2022 (40.7% previously)

After a 2-22 campaign in 2020-21, the Cyclones faced a situation similar to Louisville. Coach TJ Otzelberger replaced the failing Steve Prohm and immediately got Iowa back to winning ways by implementing a tenacious defensive style and acquiring lesser-known wide receivers who were willing, like in Dutcher’s system, to do the little things well. That identity has resulted in incredibly impressive results over his three-year tenure, including a second-place regular-season finish in the Big 12 and a conference title last year.

Otzelberger established himself by “building the best defense in college basketball and finding hidden gems on the recruiting trail.” noted C.J. Moore of The Athletic. “I don’t want guys whose priority is NIL or who want to be promised something. He prefers to tell recruits the truth and then see if they agree with his assessment.

Sounds a bit like a tactic that Bennett (and now perhaps Sanchez) would love in this money-crazed landscape. If you’re building a culture without NIL, you need to take a specific path for others to follow – in this case, transforming lesser-known talent into players who fit your system to a T.

1. Houston, 86.6% from 2021-2022 (84.0% previously)

Consistency is key to coach Kelvin Sampson’s program. Thanks to a high-pressure defense, an emphasis on physicality and intentional drafting through the portal, the Cougars have cruised through regular seasons both in America and now in the Big 12. They don’t recruit at the level of Duke or UConn, but Sampson doesn’t seem to care – they’ve had a higher winning percentage over the last three years, and their players are fully invested in a system that rewards effort and grit. Look no further than 6-foot-10 Jamal Shead, the reigning National Defensive Player of the Year and the 191st player in his class to graduate from high school.

Sampson, like those below him, made every effort to retain players in the upper echelon; however, he will replace his stars (Shead and guard Marcus Sasser) with Portals if he feels it will not sacrifice a defensive-oriented system. Oklahoma’s Milos Uzan now has the formidable task of replacing Shead, and former Baylor linebacker LJ Cryer has filled in admirably for Sasser.

Houston’s NIL resources are not unlimited, but they are obviously still necessary to attract recruits. Rather than relying on the portal and other promises, Sampson’s winning history should be enough to attract players willing to work defensively before moving up to the league. They are the opposite of Alabama or Arkansas – portal/NIL havens – and yet they still blow through the competition every year.

2. Purdue, 82.9% from 2021-22 (63.2% previously)

Perhaps no one has done more with less this decade than Purdue’s Matt Painter. After losing to Virginia in the Elite Eight in 2019, the Boilermakers responded with an appearance in the National Championship Game and consecutive Big Ten regular-season titles over the past two years. Painter has only made two signings since the start of the NIL/Portal madness in 2021-2022, and has also avoided portal exoduses.

Fourth-year center Zach Edey — ranked 75th out of high school — has won back-to-back National Player of the Year awards under Painter, and 2022’s 33rd-ranked quarterback position — junior Braden Smith — is now the preseason Big Ten Player of the Year favorite. Players simply develop in the Purdue system.

Defense isn’t as strong a suit for Purdue as Iowa State and Marquette, but the Boilermakers have clearly adapted to the changing landscape by sticking to their ways. Does a program with high player retention, underrated recruiting classes and regular season success sound familiar? Painter is also the closest thing to Bennett’s character in college basketball.

3. Marquette, 71.4% from 2021-22 (60.4% previously)

Coach Shaka Smart, a familiar face in the Commonwealth, has largely isolated himself from the changing landscape since taking over at Marquette three years ago. Only two signings have made it into the Golden Eagles’ program during that span – double-digit scorer Darryl Morsell and NBA draft pick Olivier Maxence-Prosper – as Smart has successfully created a culture where player retention is the norm, not the anomaly. Another defensive-minded coach, he established Marquette as a Big East contender year after year and developed NBA prospects.

Accidentally, defensive today’s teams look strangely similar to the Virginia teams of Bennett’s first few years. Sampson and Smart are very selective about their transfers, much like Painter was at Purdue, because they instead relish player development and the opportunity to separate their culture from that of transfer-heavy or money-oriented teams. It’s harder to turn lower-ranked players into offensive stars, but you can still win by having a defensive mentality or by stacking players with experience in a specific role in a specific system.

All this means that it is not impossible to create a unique culture in the NIL space. The new wave has certainly taken its toll on Bennett and has undeniably put a strain on the aforementioned coaches. But the identity (like Bennett’s 2010 lineups) goes a long way to helping combat the pay-to-play structure that currently dominates college sports.

It may take some time for Virginia to regain its status as a national juggernaut, but there is hope for light at the end of the tunnel.

Virginia Basketball: Isaac McKneely ‘excited’ to play for Ron Sanchez

UVA basketball: How Jalen Warley’s departure affects Virginia’s PG situation

UVA basketball guard Jalen Warley enters the transfer portal

UVA basketball: Three candidates to break the 2024-2025 season

UVA basketball head coaching candidates: Could Ron Sanchez lose his job?

Why did Tony Bennett retire? UVA basketball coach explains the decision