Paige Bueckers’ NIL deals, explained: UConn basketball star’s portfolio includes partnerships with Gatorade, StockX


The advent of the name, image and likeness era has given college athletes the opportunity to earn money without fear of being punished by the NCAA, and perhaps no one has benefited more from the new rules than Paige Bueckers.

The UConn guard surged onto the national stage last season, averaging 20.0 points, 5.8 assists and 4.9 rebounds per game and leading the Huskies to the Final Four. Bueckers is not just a star on the pitch, she has already become her own brand with the help of the Wasserman agency.

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Bueckers’ NIL partnerships are already bringing it near seven figures in total revenue. How does the 20-year-old make money?

Gatorade Accord by Paige Bueckers

In November 2021, Bueckers signed a multi-year endorsement deal with Gatorade, becoming the company’s first NCAA partner. As part of Gatorade’s announcement, Bueckers said she hopes to “make an impact in the community and on the women’s game.” The company did not disclose the exact value of the deal.

“From her electrifying performance on the court to her change of engine, Paige exemplifies everything it means to be a Gatorade athlete,” said Jeff Kearney, global sports marketing manager for Gatorade. “Our partnership with her is a statement to the next generation of our continued commitment to women in sport.”

Bueckers joined a busy roster of current Gatorade athletes that includes other basketball stars such as Elena Delle Donne, Candace Parker, Jayson Tatum and Zion Williamson.

Paige Bueckers’ other NIL offers

In addition to the Gatorade deal, Bueckers has partnered with mobile payment service Cash App and online marketplace StockX. Her too filed a trademark for “Paige Buckets”, which would allow him to use the nickname “sportswear, namely shirts, pants, jackets, shoes, hats, caps and sports uniforms”.

The StockX deal is perhaps Bueckers’ personal favorite, not only because of her ability to be creative with her own products, but also the benefits she gets from it.

“I definitely spend too much money on clothes and shoes,” Bueckers told Bloomberg. “So to be able to get these things as part of my deal [for free] is really great.”

How much money does Paige Bueckers make on NIL deals?

It’s hard to pin down exact numbers, but Forbes estimates Bueckers could eventually hit $1 million in endorsements. She could also add thousands of dollars to that total through sponsored social media posts due to her large following, especially on Instagram.

But Bueckers isn’t just concerned with the financial numbers. She wants to use her platform to shine the spotlight on women’s sports and shine a light on black athletes who don’t get the same media coverage and attention as her.

“I’ve tried to put fairness, whether it’s women and men in sports or white basketball players and black basketball players, I want that same light to be shown to them,” Bueckers told The Athletic. “So that’s what I’m going to do and that’s what I’m going to try to keep doing with every offer I make. It’s just fighting for Black Lives Matters and fighting for minorities to get the same attention. than me because I’m white and I play basketball.

“So I think with my light that I get from other people and from Gatorade, from StockX, from any deal that I sign, I just want to be able to shine that on other people who don’t get the same attention that I do. “


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