Paige Bueckers, a standout guard for the UConn women’s basketball team, has emerged as one of the most marketable college athletes since the introduction of Name, Image, and Likeness (NIL) rights in 2021. Her strategic partnerships with leading brands have not only bolstered her personal brand but have also set a precedent for female athletes in the NIL landscape.
Nike: A Groundbreaking Partnership
In September 2024, Bueckers signed a multi-year deal with Nike, making her the first active college athlete to lead a sneaker campaign for the brand. As part of this agreement, she became the face of Nike’s GT Hustle 2 sneaker, aligning with UConn’s status as a Nike-affiliated program. Bueckers expressed her excitement, stating, “Joining the Nike family is a childhood dream come true.”
Gatorade: Pioneering NIL Endorsements
In 2021, Bueckers made history by becoming the first college athlete to sign a multi-year endorsement deal with Gatorade. This partnership aimed to promote and grow women’s basketball, featuring campaigns that highlighted her return to the sport after recovering from an ACL injury.
Bose: Enhancing Team Spirit
Bueckers, alongside teammate Azzi Fudd, leveraged their NIL deals with Bose to foster team unity. They surprised their UConn teammates by gifting them QuietComfort Ultra Headphones, enhancing the team’s experience during the NCAA Tournament.
Madison Reed: Defining Personal Style
In August 2024, Bueckers partnered with Madison Reed, a hair care brand, to launch her signature hair color, “UConnic Blonde.” This collaboration underscored her influence in the beauty industry and resonated with fans seeking to emulate her style.
Epic Games: Merging Sports and Gaming
Bueckers and her UConn teammates collaborated with Epic Games, the creators of “Fortnite,” in December 2024. The sponsored video featured the team engaging in a friendly game of “Fortnite” at their home court, blending their athletic prowess with gaming culture.
Additional Notable Partnerships
Bueckers’ NIL portfolio includes collaborations with several other prominent brands:
Crocs: Became an official ambassador in June 2022, aligning with the brand’s casual and comfortable image.
Nerf: Teamed up in November 2022, engaging in playful promotional content that showcased her competitive spirit.
Chegg: Partnered in April 2023 to address food insecurity by opening a grocery store at her former middle school in Minnetonka, Minnesota.
GoArmy: In September 2023, she became the first college athlete to enter an NIL deal with the U.S. Army, participating in training at Fort Knox.
Leaf Trading Cards: Joined in October 2023, allowing fans to own exclusive trading cards featuring Bueckers.
Dunkin’: Partnered in November 2023, engaging in community events and promotional activities.
Taco Bell: Collaborated in December 2023, participating in marketing campaigns that resonated with her audience.
CVS Pharmacy: Also in December 2023, joined forces to promote health and wellness initiatives.
Ibotta: Teamed up in June 2023, offering fans cashback opportunities and promotions.
Unrivaled: In August 2024, she acquired equity in this professional women’s league, founded by former UConn stars Breanna Stewart and Napheesa Collier.
A Trailblazer in the NIL Era
Paige Bueckers’ adept navigation of the NIL landscape exemplifies the evolving opportunities for college athletes. Her strategic partnerships reflect a blend of personal interests and professional endorsements, setting a benchmark for future generations. As she continues to excel on the court, her influence off the court remains a testament to the expanding horizons for female athletes in the NIL era.
