Paige Bueckers: From College Athlete to Financial Whiz
The University of Connecticut’s freshman Paige Bueckers found herself in a financial pinch so severe that she had to ask her mother for monetary aid. As an avid shopper with a love for food, Bueckers quickly depleted her college stipend.
However, things change dramatically when the NCAA’s Name, Image, and Likeness policy came into effect. This policy allowed Bueckers and other college athletes to leverage their personal brand for financial gain through NIL deals.
Bueckers’ Financial Rise through NIL Deals
In only a few months following the policy’s implementation, Bueckers signed her first NIL deal with StockX, an apparel and sneaker marketplace. Following this, she became the first college athlete to sign a deal with Gatorade. The NIL deals significantly boosted Bueckers’ net worth, which was estimated at $1.5 million.
Now a 23-year-old rookie in the WNBA, Bueckers faces a startling financial transition. From borrowing her mom’s credit card for gas to signing a $348,198 rookie contract with the Dallas Wings and a three-year deal with the 3-on-3 basketball league Unrivaled, her financial journey has been a whirlwind.
Financial Literacy in the NIL Era
Bueckers’ rapid financial ascension is a common narrative among young athletes. However, the rise to wealth can be fleeting, with reports showing that many professional athletes struggle with financial stability post-retirement. This reality has motivated Bueckers to build her financial literacy, set up savings accounts, and explore investment options.
Bueckers has also partnered with Intuit for Higher Education to provide financial literacy and budgeting tools to college and graduate students, including tax education for student-athletes.
The Changing Landscape of Athlete Financial Literacy
Michael Rueda, a legal expert on U.S. sports and entertainment, notes that the NIL era has significantly transformed young athletes’ approach to financial literacy. The expanding $2.3 billion NIL industry allows athletes to negotiate deals before enrolling and receive direct payments from their schools.
While schools are still catching up with the evolving NIL policies, there are increasing support systems in place for student-athletes. These include access to agents, lawyers, and mandatory financial training from schools. As these policies continue to evolve, the importance of financial literacy among athletes has gained significant recognition.
Join the conversation at the upcoming Fortune Global Forum, taking place on Oct. 26–27, 2025. Engage with CEOs and global leaders shaping the future of business at this exclusive event in Riyadh. Apply for an invitation here.
Read More US Economic News