Paige Bueckers is poised to become the first player from the University of Connecticut to be the top pick in the WNBA draft since Breanna Stewart did so nine years ago. Both players have made a significant impact during their college careers, building strong legacies at UConn and participating in multiple Final Fours.
While Stewart made her mark without earning a penny from her college endeavors, Bueckers has achieved her success while also securing lucrative deals, heralding a new era of financial opportunities for college athletes. Unlike male athletes, who can join the professional leagues after just one year of college, female players like Bueckers have capitalized on name, image, and likeness (NIL) deals while completing their college education.
The rules for entering professional drafts remain different, with women typically needing to complete their college eligibility or reach a certain age before declaring for the WNBA draft. For many, the financial disparity between the NBA and WNBA rookie salaries makes remaining in college a strategic financial decision. The top NBA pick earns substantially more than the WNBA’s top rookie salary, prompting many female athletes to make the most of their time in college.
NIL opportunities have provided a significant boost for female athletes. The example of former Miami guards Haley and Hanna Cavinder demonstrates the potential of this new economy, as they have amassed a substantial following and built a successful brand through their college presence. Meanwhile, other athletes like Olivia Miles and JuJu Watkins continue their college careers, multiplying their earning potential through NIL deals.
The remarkable social media following of women’s programs has caught the attention of brands and sponsors. According to data from Opendorse, the social reach of top women’s college teams surpasses that of the men’s teams, contributing to greater NIL value for female athletes. This phenomenon has made female student-athletes one of the most valuable assets for brands looking to connect with a diverse audience.
For many, including Bueckers and her counterparts, staying in college isn’t just about finishing their education but also about maximizing their earnings potential through NIL endorsements. It has allowed athletes like Kate Martin to extend their college journey and capitalize on the financial opportunities available in the current landscape, cementing the importance of NIL deals in reshaping college sports.