A standout player on the UConn squad, Paige Bueckers was the third most valuable woman in college sports. From Nike and Gatorade to Unrivaled, the young guard had an impressive growing list of brands ready to invest in her. So, even before she dribbled the basketball in the WNBA, her NIL deals were worth more than $1.4 million. 

While Paige Bueckers was the belle of the ball at UConn, she made sure to use her popularity for others’ benefit as well. Let’s look at how Paige Bueckers used her NIL deals for a better purpose. 

How Does Paige Bueckers Use NIL Deals to Support Her Teammates and Minority Creators?

Paige Bueckers is known as a perfect teammate. Be it on-court or off-court, the guard is always looking out for those around her. “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,” the young guard told The News. 

She is aware of all the possibilities the NIL deals hold, and all the wealth, networking, and relationships they help with. From becoming the first college athlete to sign with Gatorade in 2021 to becoming the first athlete creative director for DoorDash just before her pro debut, Bueckers has learnt her ways. All she had to do to get the food delivery platform’s attention was say, “No. 1 fan. I love you, DoorDash,” on the orange carpet.

So Paige hasn’t shied away from noting her influence or the disparity — in her words: “There’s not ever equal coverage” — and building her brand around it. Hence, not just her teammates, the Dallas star also uses her platform to launch minor content creators and help them establish a standing. She is thinking from A to Z every time she makes a business decision. 

 According to Paige Bueckers’ agent, Lindsay Kagawa Colas, “The opportunity with Paige is about demonstrating what you can and should do with Power. That’s the primary driver of her business… every time we’re making a decision; we’re thinking about the ripple effect across the ecosystem from grassroots to the pros.” 

In What Ways Does Paige Bueckers Align Her Brand Partnerships with Social Causes?

When Paige Bueckers kick-started her NIL journey, it was an alien world. College players never made money. But when she was thrown in there, no matter what else came at her, the Huskies #5 was clear about one thing: “I just want to work with people who have the right intentions, have the right values of giving back and not making everything about me.” That’s the path she stayed.

Bueckers ensured that the deals she signed were in some way making a social difference. During the negotiations for her deal with Chegg INC., Bueckers made it a point to make sure that the company would support her pop-up markets in the Connecticut area. Next was her deal with Bose. She ensured that the company donates its products to support projects that involve young people of colour. Then, through Good Sports and Gatorade, she donated $50,000 during the California Wildfires. 

Furthermore, according to reports, she has donated about $65,000 in sports equipment for underserved youth programs through NIL partnerships. And on a personal capacity, she runs the Paige Bueckers Foundation. “Basketball has given me so much more than just a game — it’s given me a community, confidence, and a space to dream big. Every kid deserves that same opportunity, no matter their circumstances,” she says.

But that isn’t all just yet.

How is Paige Bueckers Investing in Women’s Sports for Long-Term Impact?

While Paige Bueckers makes it a point to make sure big brands support local communities, she is also leading with examples. She is an equity partner in the women’s 3×3 basketball league, Unrivaled and Overtime. “I mean, investments in women’s sports — I feel like the return on investment has been amazing,” she said, becoming the first NCAA athlete to receive equity in the Napheesa Collier – Breanna Stewart founded league. “And just to invest so much in women’s sports, it’s growing at an all-time high, and it’s just a great time to be in women’s sports.”

But even before that blew up, Paige was one among the several college and pro athletes to sign on as advisors for Overtime Select– a league for elite high school athletes. On a more personal level, the Husky has given her former teammates an opportunity to be involved in her commercial activities, offering more visibility.

Bueckers’ sole aim with her partnerships and endorsements? Make this world a better place. So that is where she is at. One signing and hundreds of lives impacted. While her record-breaking rookie season is keeping fans glued to the games, her exploits off the court are making sure that she leaves the game in a better place than she came in.