On the basketball court, Ace Flagg is having an up-and-down season that is typical for freshmen adjusting to the college game. With three games left in the regular season, Flagg is a key player for a University of Maine men’s team that has clinched a spot in the America East tournament and is now looking to improve its seeding.

In a 61-58 win over New Hampshire on Saturday, Flagg scored a career-high 15 points on 5-for-7 shooting from the floor, including 2 for 3 from 3-point range. It was his sixth time in double figures in 28 games.

Off the court, Flagg is bucking the trend of most UMaine athletes when it comes to Name, Image and Likeness (NIL) deals. At the start of the academic year, just 18% of UMaine athletes had at least one NIL deal. A Newport native, Flagg has three, and has had others in the past with his twin brother, Cooper, the No. 1 pick in last year’s NBA draft by the Dallas Mavericks.

For example, as part of his deal with US Cellular, Flagg made Instagram videos with his older brother, Hunter. They painted portraits of each other, made sandwiches together at an Orono deli, and Hunter led a blindfolded Ace onto the court to shoot hoops.

Along with US Cellular, Flagg has current deals with Harvest Moon Deli, a Maine chain of sandwich shops, and Golden Bean Bakery, an Orono coffee shop. The NCAA requires student-athletes to report NIL deals of more than $600 to their school. According to athletic department spokesperson Tyson McHatten, UMaine athletes have 21 deals of $600 or more, spread across 20 athletes. Those deals amount to an overall value of $172,952.

When it comes to NIL marketability, Flagg has built in advantages that no athlete on campus can match. First, his name. When your twin brother is the top draft pick and the most celebrated rookie in the NBA, people know who you are. Ace Flagg’s days of anonymity are long over, at least in Maine.

It also helps that Flagg is a popular guy who is playing college basketball less than 40 miles from his hometown. He’s the local kid made good, and even without his family ties, that would make Flagg a wanted NIL commodity for local businesses.

Flagg’s commitments don’t take too much time, he said. If anything, they help Flagg manage his hectic schedule.

“It’s always different. It comes down to what you communicate with them and what you agree to,” Flagg said.

Of course, none of that matters if Flagg doesn’t produce on the court. Like many freshman, Flagg’s season has been a mixed bag. At times, he’s looked like a college basketball veteran, and at times he’s looked like the game is all new. In many ways, it is. The pace is perpetually fast, and there’s an adjustment to new teammates, not just for Flagg, but the entire team. Maine opened the season with 11 straight losses and now stands at 7-21 overall, 5-8 in America East play.

“It was a rough start. We’re a very new group, and we had to figure some stuff out. Lately, I think a lot of guys have stepped up. We’ve faced some injuries, had to play a lot of different roles, but I think everyone right now is really locked in,” Flagg said. “Our league, where it’s at right now, it’s anyone’s game. We all know that.”

Flagg averages 5.6 points and 3.9 rebounds per game. His production has ticked up in recent games. He was inserted into the starting lineup for a Jan. 24 game against Binghamton and has started each game since.

“It comes with higher expectations. Coach (Chris Markwood) has trusted me with minutes and given me his trust,” Flagg said. “I’ve got to make sure I’m working even harder every day and pushing to produce for him.”

Fouls have been a problem for Flagg. He’s fouled out of six games and has picked up four fouls in eight others. Part of that comes from being asked to play in the low post, where there’s going to be more contact. Part of it comes with his name. Opponents are going to find Flagg on the court and attack the guy with the NBA-star brother. Flagg admits he probably has a big target on his back.

“Fouls are something that I don’t think I ever had a problem with before. I’ve just got to be smarter. I definitely have made some dumb, freshman mistakes,” he said.

There are three games left in the regular season in which Flagg can show continued improvement. His play on the court is what Black Bear fans will remember, not an Instagram post or a commercial.