Jay Bilas Defends Players' Passion in NIL Era

ESPN analyst pushes back on narrative that players 'don't care' in age of name, image and likeness deals.

Mar. 30, 2026 at 2:07pm

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A cubist, geometric painting depicting the fractured, multi-perspective action of a college basketball game, with the players' bodies and the ball deconstructed into abstract shapes and planes of vibrant blue, orange, and green.Bilas argues the raw emotion of players after tough losses proves their passion for the game remains undiminished in the NIL era.Storrs Today

In the wake of Duke's heartbreaking loss to UConn in the NCAA Tournament, ESPN analyst Jay Bilas defended the passion and care that players still show for the game. Bilas pushed back against the common narrative that the rise of name, image and likeness (NIL) deals has made players more transactional, arguing that the emotional reactions of players after tough losses prove they still deeply care about competition and their teammates.

Why it matters

As the landscape of college sports continues to evolve with the introduction of NIL, there has been a perception that players have become more focused on financial opportunities than the pure love of the game. Bilas' comments challenge this narrative and suggest that the emotional investment of players remains as strong as ever, even as they are able to profit off their name, image and likeness.

The details

During Duke's Elite Eight matchup against UConn, the Blue Devils squandered a 19-point lead and lost 73-72 on a last-second 3-pointer. In the aftermath, Duke freshman Cayden Boozer was seen with tear-stained eyes while speaking to reporters, demonstrating the heartbreak of the loss. Bilas used this as an example to argue that players still deeply care about winning and losing, despite the new financial realities of college sports.

  • Duke lost to UConn 73-72 on March 26, 2026.

The players

Jay Bilas

An ESPN college basketball analyst who has frequently pushed back against criticism of players in the NIL era.

Cayden Boozer

A Duke freshman guard who was visibly emotional after the team's loss to UConn.

Braylon Mullins

The UConn player who hit the game-winning 3-pointer to defeat Duke.

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What they’re saying

“One thing that that everybody in this tournament shares: Every team that lost is crying in the locker room, every single one of them. What I find amazing is, in this day and age we're all clutching our pearls over athletes finally making money, and we're talking about the money, and people like to say it's transactional, tell me any of that looked transactional. Money and wanting to win are not mutually exclusive.”

— Jay Bilas, ESPN Analyst

The takeaway

Bilas' comments challenge the narrative that the rise of NIL has made college athletes more focused on financial gain than the pure passion for competition. The emotional reactions of players like Cayden Boozer after tough losses demonstrate that the drive to win and the care for their teammates remains as strong as ever, even as players are able to profit off their name, image and likeness.