Paige Bueckers Opens Up About Ground-Breaking NIL Journey
Paige Bueckers Opens Up About Ground-Breaking NIL Journey originally appeared on Athlon Sports.
Before NIL was more than just a three-letter acronym, Paige Bueckers was already a household name in college hoops. She wasn't just making headlines for her court vision or clutch buckets, she was setting the stage for what a modern college athlete could become. But when the NIL era officially kicked off on July 1, 2021, even she admits: she had no idea what was coming.
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'When I tell you I had no idea what this was going to look like, I had literally no idea,' Bueckers told Deja Kelly on NILOSOPHY. 'It was a complete blank canvas.'
Despite winning National Player of the Year as a freshman at UConn and drawing millions of views on social media, Bueckers started her NIL journey just like every other college athlete, learning everything from scratch.
'You don't even think about making money in college because it was never a thing,' she said.
Fast-forward four years: Bueckers leaves UConn as a national champion, a three-time first-team All-American, and the No. 1 pick in the 2025 WNBA Draft. She also exits the college stage with a staggering $1.5 million On3 NIL Valuation, the second-highest among all women's basketball players.
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But it wasn't just about money for Bueckers. From day one, she prioritized building her brand around values, values she made sure to set alongside her inner circle.
'I set my values straight with my team. 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,' she said.
That mindset led her to deals that benefited not just herself, but her teammates too, something rare in the competitive world of NIL. From creative shoots to collaborations with Fortnite, Bueckers made sure to bring others along for the ride.
Dallas Wings guard Paige Bueckers (5) shoots during the second half against the Golden State Valkyries at College Park CenterKevin Jairaj-Imagn Images
'The stuff I've been able to do with my teammates and for my teammates, that's been the coolest stuff to me,' she shared.
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Even with stylists, cameras, and endorsement deals, Bueckers never lost sight of the bigger picture: using her platform for good.
'Once I started to learn about it … it became, for me, how can I give back and use this platform on social media to do something good with it?'
In an era where athletes are becoming brands, Bueckers is showing that it's possible to be both marketable and meaningful. Her journey through NIL wasn't just about capitalizing, it was about creating impact.
Related: LSU Baseball Player's NIL Deal With Crocs Turns Heads
This story was originally reported by Athlon Sports on Jun 29, 2025, where it first appeared.
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