Paige Bueckers quickly became one of the most talked-about names in college basketball, emerging as a star on the University of Connecticut (UConn) women’s team.
Even before stepping onto a WNBA court, the young guard had secured endorsement deals worth over $1.4 million, signing with powerhouse brands like Nike, Gatorade, and Unrivaled.
But what sets Paige apart is not just her on-court skills or impressive marketability; it’s the way she leverages her NIL (Name, Image, and Likeness) platform to benefit others and foster meaningful social change.
While Bueckers was undoubtedly the face of UConn basketball, she ensured that her growing influence helped those around her, including her teammates and minority content creators.
“When I met with the agency, I told them my values. I talked about giving back, using the partnerships to do something bigger than myself.
It’s really important for me to involve as many teammates as I can,” she told The News. This mindset has influenced every business decision she’s made, turning her deals into opportunities for communal growth.
Her early ventures include becoming the first college athlete to sign with Gatorade in 2021 and earning the title of the first athlete creative director for DoorDash right before entering the pros.
Her simple shoutout, “No. 1 fan. I love you, DoorDash”, on the orange carpet was enough to attract the company’s attention. But beyond these headline-making deals, Paige consciously uses her platform to address disparities in coverage and opportunity.
Championing social causes and empowering communities
Paige‘s commitment to social responsibility runs deep. She carefully selects partnerships that align with her values and have a positive societal impact.
During negotiations with Chegg INC., she secured support for pop-up markets in Connecticut. Her collaboration with Bose included donations of products to projects that assist young people of color.
Additionally, through Gatorade and Good Sports, she contributed $50,000 in response to the California wildfires.
In total, Paige has donated around $65,000 worth of sports equipment to underserved youth programs through her NIL partnerships.
On a personal level, she runs the Paige Bueckers Foundation, which reflects her belief that “every kid deserves that same opportunity [basketball] has given me, a community, confidence, and a space to dream big.”
Paige is also investing in the future of women’s sports through equity stakes in leagues like Unrivaled and Overtime’s women’s 3×3 basketball league.
“Investments in women’s sports, I feel like the return on investment has been amazing,” she said. Becoming the first NCAA athlete to hold equity in a league founded by stars Napheesa Collier and Breanna Stewart signals Paige’s dedication to building a sustainable and prosperous future for women athletes.
In addition to her business ventures, Bueckers actively involves former teammates in her endorsements and commercial projects, helping them gain visibility and opportunities.
Paige Bueckers is not just a rising star on the court; she’s a trailblazer off it, using her NIL power as a force for good, one signing at a time, impacting hundreds of lives and reshaping women’s sports for the better.
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