There is a new dynamic backcourt in college basketball and brands are paying attention. UConn stars Paige Bueckers and Azzi Fudd are already getting compared to legendary Connecticut duo Sue Bird and Diana Taurasi. Expectations are extremely high for the two young stars, but they are used to competing at the highest levels. They have been competing together since they were teammates on FIBA U16 Women’s Americas Championship team. In the first year of NIL deals, brands are ready to invest in the best friends and the current momentum behind female athletes.
Paige Bueckers- Gatorade
Gatorade made a statement by choosing Bueckers as their first NCAA athlete partner. The former Gatorade National Girls Basketball Player of the Year came onto the college basketball scene and made everyone pay attention. While she did not bring home a championship, she helped bring more attention to women’s basketball. Bueckers had the greatest statistical season by a freshman in UConn’s legendary history, averaging twenty points a game. It’s no surprise she is one of the biggest targets for brands.
When addressing the media about the partnership Bueckers said,
“I know this is just the beginning of our partnership and I can’t wait to get to work with Gatorade to drive impact in the community and on the women’s game.”
Bueckers also signed an endorsement deal with StockX. Other Gatorade athletes include Serena Williams, Elena Delle Donne, Abby Wambach, and Candace Parker.
Azzi Fudd- SC30
Before she even played one game for the Huskies, Azzi Fudd already signed deals with Chipotle and sports drink Biosteel. It’s no surprise Stephen Curry and his SC30 team partnered wih Fudd. Fudd was the first high school sophmore to ever win the Gatorade National Girls Basketball Player of the Year for the 2018-19 season. In the same year she was named to Team USA’s U17 FIBA team which brought home the gold medal. When asked about why he chose Fudd, the two-time NBA MVP said,
“Azzi Fudd is the best choice to start a brand relationship like this because she is the next face of women’s basketball and has been a part of SC30 Inc. and the Curry Brand family since she was an invitee to the All-American Camp.”
rry has always had an active role in building the women’s game. Curry met Fudd back in 2018 at Curry’s basketball camp where she was only one of two women invited. He also has an all-girls basketball camp. Curry will personally mentor Fudd, helping the basketball star navigate the business side of sports. She is the first college athlete to sign a deal like this.
Paige and Azzi are best friend goals, period.
