The Final Four round of March Madness is here, and there is plenty of women’s college basketball star power remaining in the tournament.
South Carolina and NC State will face off in the first game Friday to determine who will play in the championship game. It will air live via ESPN at 7 p.m. ET. UConn will take on Iowa in Friday’s second game, which will air live at 9:30 p.m. ET, also via ESPN.
Several stars from the four remaining teams have name, image and likeness (NIL) deals with major athletic brands.
For instance, Nike backs two stars who will meet Friday night: Paige Bueckers of UConn and Iowa’s Caitlin Clark. Bueckers’ deal with Nike was announced in September 2023 and the brand revealed Clark’s in October 2022. Bueckers also has a NIL deal with StockX, which was announced in November 2021.
Terms of the Nike deals for Clark and Bueckers, as well as the UConn star’s StockX deal, have not been disclosed. However, NIL analysis firm On3 has a NIL valuation for Clark of $3.2 million. On3 did not disclose a NIL valuation for Bueckers.
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Aside from Nike, Adidas also has a deal with a UConn star: Aaliyah Edwards. The Three Stripes welcomed the hooper to the Adidas Basketball family in February. “Basketball is a sisterhood. Welcome to the adidas Basketball family, Aaliyah Edwards!” the brand wrote via Instagram.
Also, the women’s-only basketball shoe brand Moolah Kicks announced in October 2022 that it had signed UConn’s Caroline Ducharme. Moolah Kicks was founded by entrepreneur Natalie White in 2021.
Although not specifically a sneaker deal, UConn hooper Azzi Fudd signed a NIL deal in December 2021 with a NBA veteran who knows a thing or two about signature shoes: Steph Curry. Fudd signed a deal with SC30 Inc., the organization that is responsible for all of Curry’s off-court opportunities, such as brand partnerships, media, investments and philanthropy. At the time of the deal, reports stated SC30 Inc. would provide both professional services and business opportunities to Fudd, and Curry would serve as a mentor the young baller.
Last month, Curry Brand announced that it had signed South Carolina star MiLaysia Fulwiley to a multiyear NIL partnership. Fulwiley is the first collegiate athlete to sign with Curry Brand from an Under Armour-backed school. On3 did not disclose a NIL valuation for Fulwiley.
As for NC State, there are no players with NIL sneaker deals. However, there are several women’s basketball players from the school — including Saniya Rivers, Aziaha James and River Baldwin — who have participated in Adidas’ NIL Ambassador Network, which allows student-athletes to earn a percentage of the sales they drive for products and campaigns. Adidas announced the program at the start of March Madness.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
