Kansas State's Coleman Hawkins breaks down in tears discussing NIL backlash: 'I let a lot of people down'

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The name, image, and likeness (NIL) system in college athletics has been welcomed by student-athletes who have been able to cash in on brand partnerships, some of whom are making millions fresh out of high school. 

Kansas State's Coleman Hawkins, though, is showing a different side of that system when athletes don't meet expectations despite those millions. 

The Wildcats fell to the Baylor Bears, 70-56, in the Big 12 tournament, and the loss ended the team's 2024-25 campaign. 

Kansas State head coach Jerome Tang said in his postgame comments that the team was unlikely to accept a bid to a consolation tournament — the NIT or the new College Basketball Crown tournament in Las Vegas. 

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Kansas State Wildcats guard Coleman Hawkins drives to the basket during the first half against the Arizona State Sun Devils at T-Mobile Center.  (William Purnell/Imagn Images)

Hawkins, a transfer from the Illinois Fighting Illini, was supposed to lead the Wildcats to the NCAA tournament, something he handled well last season with an Elite Eight appearance. He also declared for the NBA Draft but returned to college and reportedly got paid $2 million to transfer to Kansas State. 

But the 23-year-old Hawkins didn't have the same season he had with Illinois last year, averaging 10.7 points, 6.9 rebounds and 4.3 assists per game, while shooting 40.1% from the field and 30.3% from three-point territory. Hawkins averaged 12.1 points, 6.1 rebounds and 2.7 assists, while shooting 45.1% from the field last season. 

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With Kansas State not meeting expectations this season,