• Loading stock data...
Thursday, May 8, 2025
Join us May 14 at 1 p.m. ET for Future of Sports: Leagues of Their Own Register Now

Bueckers Signs with Gatorade as NIL Strategy Comes into View

  • Bueckers is the first college athlete to sign an NIL deal with Gatorade.
  • The partnership illustrates three key aspects of Bueckers’ emerging NIL strategy.
Photo: David Butler II-USA TODAY/Design: Alex Brooks

The NIL strategy for the face of women’s college hoops and future No. 1 WNBA draft pick is finally beginning to crystallize after months of silence.

UConn phenom Paige Bueckers signed a landmark multi-year NIL deal with Gatorade, the brand announced today. Bueckers has won multiple Gatorade athlete of the year awards in high school and college — now, she’s the brand’s first college athlete partner. 

It’s only the second deal Bueckers has announced since the NIL era began in July — three weeks ago, she inked a partnership with e-commerce platform StockX

She’s waited longer than many of her counterparts to start signing deals. But now, it’s becoming clear she’s prioritizing the biggest companies that will not only give her the space to elevate causes she cares about, but also the latitude to continue prioritizing her work on the court.

Slow and Steady

Bueckers’ measured approach has yielded major results.

“If Paige plays it right, there will only be two, three, or four [companies],” UConn coach Geno Auriemma said at Big East Media Day in October. “But they won’t be getting free haircuts. They’ll be really big.”

Auriemma was right. With Gatorade, she was able to land a deal with one of the largest brands in the entire sports sponsorship arena, let alone the NIL space.

“She just truly encapsulates everything we look for in an athlete partner,” Gatorade Global Head of Sports Marketing, Jeff Kearney, told FOS. “She’s an amazing competitor on the court and has quickly become one of the most elite college athletes playing today. … On top of that, off the court, she’s fueling an inspiring change there as well.”

Both StockX and Gatorade have declined to disclose financial details of the deals. But we can only assume Bueckers is getting much more than a free haircut. 

Shared Values

Like with StockX, Bueckers’ deal with Gatorade goes beyond her penchant for the company’s product. It will focus on elevating women in sports and women’s basketball. 

Beuckers will be part of Gatorade’s initiatives to support the women’s game, and will participate in the brand’s 2022 equity efforts. 

Bueckers “can’t wait to get to work with Gatorade to drive impact in the community and on the women’s game,” she said in a statement. 

She’ll also get to decide how she tells that story — whether it be with product collaborations, community events, and/or marketing content.

Gatorade collaborates with every athlete on how to communicate their message, Kearney explained. “People talk about the Derek Jeter farewell commercial,” Kearney said. “We sat down with him — ‘What would you want to say?’”

As for Bueckers, “We’ll uncover that in the weeks and months ahead.”

Court and Classroom Come First

As Gatorade’s first college athlete, it’s a learning experience for both parties.

Bueckers is in a different position from her professional counterparts. As a student, she may not have as much time to work on the partnership when she’s not practicing or playing.

“We have to be very respectful of the fact that she is a student-athlete,” Kearney said. “And that’s something a little bit different than all of our other partnerships. So we, as a brand, want to be very smart and thoughtful with the demands we place on her.” 

Bueckers has made her priorities clear.

“Once the basketball season starts, that’s my main and only focus,” Bueckers said previously at Big East Media Day. “My agent knows that, and everybody that works with me knows that.”

Tips? Comments? Reach out to Amanda Christovich at amanda@fos.company or on Twitter.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Football

Big Ten Beating SEC in Race to $1 Billion in Revenue

The Big Ten is winning the revenue battle, reporting $928 million in 2023–24.
Milwaukee Brewers Hot Dog Club promotion

Brewers Undo Sales Tax on ‘Free’ Hot Dog Promotion

At least one fan was outraged by a surprise charge.
Fat Perez reacts after hitting his shot on the 16th tee during the WHOOP Shot at Glory on the 16th hole at TPC in Scottsdale on Feb. 5, 2025.

Golf Influencers Are the New Currency for PGA Tour and LIV

YouTube golf is big business. The rival tours are staging formal events.

Featured Today

Feb 8, 2025; New York, New York, USA; New York Knicks assistant coach Rick Brunson talks with New York Knicks guard Jalen Brunson (11), forward Mikal Bridges (25), and guard Josh Hart (3) during a timeout in the third quarter against the Boston Celtics at Madison Square Garden.

Before the Villanova Knicks, There Were the Kentucky Celtics

Three decades ago, Boston tried its own version of the college-teammate experiment.
Mar 22, 2025; Miami, FL, USA; Joao Fonseca (BRZ) reacts after winning a point against Ugo Humbert (FRA)(not pictured) on day five of the Miami Open at Hard Rock Stadium.
May 6, 2025

João Fonseca Is a Teen Tennis Phenom. His Parents Are Overseeing His..

The Brazilian is forgoing a management team in favor of his parents.
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.

Big 12 Re-Ups With Brett Yormark As Chaos Reshapes College Sports

Yormark is unafraid to lean in to the professionalization of college sports.
Shaquille O'Neal
April 28, 2025

Shaq Taking GM Role at Sacramento State

The news comes amid the school’s push for FBS status.
NCAA Football: Oregon State at California
April 29, 2025

Pac-12 Gets One-Year Test-Run Media Deal Before Expansion

It’s the next step in the league’s rebuild.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Portfolio Players is our bi-weekly spotlight on the athletes and investors reshaping the business of sports. This week, venture capitalist Kai Cunningham unpacks why athletes land top deals and how the usual investing rules don’t always apply.
April 28, 2025

Quinn Ewers Bet on NFL Over NIL—and Left Millions on the Table

The Dolphins picked Ewers in the seventh round of the NFL Draft.
Mar 28, 2025; Indianapolis, IN, USA; Kentucky Wildcats guard Lamont Butler (1) dribbles the ball against the Tennessee Volunteers in the first half during a Midwest Regional semifinal of the 2025 NCAA tournament at Lucas Oil Stadium.
April 25, 2025

College Sports Has Become a Billion-Dollar Business. Kentucky Is Embracing It

Kentucky said its LLC would operate similarly to two hospitals run by the university.
Ole Miss
April 24, 2025

Coach Yo: Women’s College Hoops Are ‘Pay for Play’

Ole Miss coach Yolett McPhee-McCuin built a top transfer class this offseason.
Jan 21, 2025; Atlanta, GA, USA; College Football Playoff executive director Rich Clark speaks during the CFP National Championship Host Committee handoff press conference at The Westin Peachtree Plaza, Savannah Ballroom.
April 24, 2025

CFP Meetings End With No Major Changes to 12-Team Playoff—for Now

For now, the complicated seeding process will remain in place.