Hoops Stars Leverage NIL for Pro Success and Impact

College phenoms build powerful brands, translate to WNBA stardom and community giving.

A new wave of women’s basketball talent is capitalizing on name, image, and likeness (NIL) opportunities, transforming their collegiate careers into successful brands that extend into the WNBA and beyond.

From College Courts to All-Star Status

Players like **Caitlin Clark**, **Angel Reese**, and **Paige Bueckers** have become household names, leveraging their on-court prowess to build significant brands during their college years. This recognition has directly translated into early success in the WNBA, with both **Clark** and **Reese** earning All-Star selections in their initial two professional seasons. **Bueckers** was also voted a starter in her first All-Star Game.

Emerging Talent Carries the Torch

Following in their footsteps, a fresh crop of college stars, including **Hannah Hidalgo**, **Flau’jae Johnson**, **Olivia Miles**, and **JuJu Watkins**, are already seeing the financial benefits of NIL. **Johnson**, a guard at LSU, boasts an NIL valuation of $1.5 million, highlighting the lucrative potential.

“NIL, man, it is beautiful,” Johnson said. “This year in March Madness, I had about five commercials running and you know it was so cool watching the game, then seeing myself come on. It’s just a great opportunity.”

—Flau’jae Johnson

LSU has become a powerhouse for NIL opportunities across various sports, with **Johnson** benefiting immensely from the exposure. Her partnerships include national campaigns with Experian and Powerade, further solidifying her brand beyond the basketball court.

Empowering Athletes and Giving Back

**Hannah Hidalgo**, preparing for her junior year at Notre Dame, expressed gratitude for the ability of student-athletes to profit from their own image.

“It’s a blessing. Schools for decades have been able to make money off of college players’ names. So for now, for student athletes to be able to make money off of how they carry themselves, you know, we’re a brand ourselves. I’m a brand myself and so be able to make money off of my name is honestly truly a blessing and just taking advantage of it is the biggest thing.”

—Hannah Hidalgo

The financial gains from NIL deals are not only empowering these athletes but also enabling them to make a significant impact in their communities. **Johnson** shared her experience with an Experian campaign that aimed to relieve debt for families in Louisiana.

“I just want to be one of those people that uses NIL the right way,” Johnson stated. “This year I did a campaign with Experian and we relieved $5 million in debt right for families in Louisiana and then every game we won we added $100,000 to the pot.”

The ability to use their platforms for positive change resonates deeply with these athletes. **Johnson** described receiving emotional videos on Instagram from families who benefited from the initiative, emphasizing the profound impact of their NIL endeavors.

According to NIL rankings compiled by On3, the top 100 college football players collectively held over $13 million in NIL valuation in early 2024, underscoring the significant economic shift in collegiate sports (On3 NIL Valuation Rankings).

Navigating Opportunities with Support

For **Johnson**, **Hidalgo**, and **Miles**, who recently helped the U.S. secure gold at the AmeriCup, managing NIL deals is a priority, but not at the expense of their athletic performance. They attribute their success to strong support systems and dedicated agents who handle scheduling and logistics.

“I really dedicate one or two times a week to kind of get all my stuff done. My agent is very good at scheduling that, but most of my money comes from the collective deal, so for that I really don’t have to do much, which is nice. But any other of the other side deals, my agent will send a videographer out to help me or have her edit stuff or whatever it may be.”

—Olivia Miles

This strategic approach ensures that while these athletes are building lucrative careers and giving back, their primary focus remains on excelling in their sport.