How Paige Bueckers, WNBA are set up to capitalize on NIL success

In 2020, Paige Bueckers arrived on the college basketball scene, winning National Player of the Year as a freshman. The UConn star became one of the faces of the sport as part of the vaunted 2020 recruiting class which included names such as Caitlin Clark, Angel Reese, Cameron Brink and Kamilla Cardoso.

Bueckers’ rise to stardom came just ahead of the NIL era in college sports, which began with her sophomore season. Although injuries got in the way of her 2021-22 and 2022-23 seasons, “Paige Buckets” was primed to capitalize off the court, and her On3 NIL Valuation surged to $1.5 million by the time she cut down the nets as a national champion last week.

As she navigated the NIL space, Bueckers stayed deliberate. That approach paid off, and ahead of Monday’s WNBA Draft, the projected No. 1 overall pick signed an endorsement deal with Ally – which is now a presenting sponsor for the league and its new Rivalry Week.

When looking at NIL deals in college, Bueckers didn’t just want to look out for herself. She wanted to include her teammates while also giving back.

“I think the biggest lesson I’ve learned is to give with what you’ve been given,” Bueckers said Friday during a virtual press conference announcing her partnership with Ally. “A lot of my partnerships, we have values aligned of giving back, making sure my teammates are included and making sure there’s a donation part set aside.

“Just being able to use the partnership and the platform and the blessings that I’ve been given to share it with people around me – nothing you get in the NIL space happens without the people around you. So just a testament to that’s just to share everything.”

Paige Bueckers the latest college NIL star heading to WNBA

When Paige Bueckers hears her name called Monday – likely at No. 1 overall by the Dallas Wings – she will become the latest NIL star to become a WNBA draft pick. Caitlin Clark and Angel Reese came before her last year, and they both thrived off the court, as well.

Bueckers ended her college career with a $1.5 million On3 NIL Valuation, which ranked tied for second with Flau’jae Johnson in the Women’s NIL 100. It also put her at No. 2 in the college women’s basketball NIL rankings and No. 58 in the On3 NIL 100, the first of its kind and de facto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.

With so many recognizable college stars coming into the league, the WNBA is in position to further capitalize on the college game. The calendar sets that up on the court considering the draft takes place eight days after the national championship and regular-season games begin May 16.

WNBA commissioner Cathy Engelbert also pointed out players such as Bueckers, Clark and Reese all partnered with notable brands such as State Farm, Nike and Ally, which also have agreements in place with the league. Because they were able to establish themselves at the college level, it creates a strong foundation for when they turn professional.

“To an extent, NIL really helped elevate and market players with these big brands,” Engelbert said. “And then, they come into the W and you have Ally stepping up and endorsing these players because all NIL is in pros are endorsements. … Really proud of being able to continue to build these brands not just in local and domestic brands, but global brands.”

Paige Bueckers carrying NIL momentum into WNBA

Bueckers’ portfolio of NIL deals included a landmark agreement with Nike, which led her to become the first college athlete to receive a player edition shoe. She also secured a partnership with the new Unrivaled league founded by Breanna Stewart, who along with Sydney Colson is part of Ally’s WNBA roster. Bueckers was one of the first to receive an equity stake in the league, followed by Johnson and JuJu Watkins, as she continued to blaze a trail in the space.

All the while, though, Bueckers made sure her UConn teammates were part of her ventures. She received support from brands with which she worked, and that made the process even more exciting.

“The partnerships and people I’ve aligned with have been very receptive to that idea,” Bueckers said. “And they actually enjoy that idea as for a different creative content, creative idea of how can we get everybody involved and make sure that we’re doing it in the right way? But it’s been very fun behind the scenes to come up with different ideas to get them involved, products, whatever it is – their own deals themselves. That’s been a very fun experience, and there’s been a lot of talking.

“Ally’s great, as well. They’re looking to invest in women’s sports, invest in the WNBA. They’re going to do a great job of getting everyone involved and bringing everyone along with them, as well.”