Stars' NIL brands still paying dividends in WNBA

Caitlin Clark, Angel Reese and Paige Bueckers are part of the new generation of women's basketball stars who have been able to profit off their name, image and likeness (NIL) in college and build brands that have helped them excel off the court in the WNBA.

All three players had national star power before stepping foot in the pros. Clark and Reese have made the All-Star Game in each of their first two seasons and are two of the most popular players in the league.

Bueckers was voted to be starter in her first All-Star Game this coming weekend.

The next group up, still in college and led by Hannah Hidalgo, Flau'jae Johnson, Olivia Miles and JuJu Watkins, has already benefitted from the name, likeness and image rules. According to On3, Johnson's NIL valuation is $1.5 million.

"NIL, man, it is beautiful," Johnson said. "This year, during 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."

Johnson is a guard at LSU, one of the top schools for NIL in a variety of sports, from football and women's gymnastics, to women's basketball. Johnson, who also has a music career, has gained from the exposure the school has given her, doing national media campaigns with Experian and Powerade.

Hildago, who will be entering her junior year at Notre Dame, is happy that players can finally profit off their own images, as opposed to the school getting it all.

"It's a blessing. Schools for decades have been able to make money off college players' names. So, for now, for student athletes to be able to make money off how they carry themselves, you know, we're a brand ourselves," she said. "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."

Johnson, Hidalgo and Miles, who helped the United States qualify for the World Cup next year by winning gold at the AmeriCup earlier this month, all said that they don't let the NIL deals they have get in the way of their sport. They credit having a strong support system around them, as well as people who handle the deals for them.

"I really dedicate one or two times a week to kind of get all my stuff done," Miles said. "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 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."

Getting deals and earning money hasn't just helped the players financially. Some have given back to their communities, including Johnson.

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

Johnson said it was really touching and emotional when she would receive videos on Instagram from people she had helped.

"I'm really using my platform for impact for real. So, I think that's the best part of NIL, and just making it better for the young girls that are coming behind us," she said.

All-Star concern for Clark

Hopes are still high that Clark will participate in a 3-point contest for the first time in her pro career in Friday night's WNBA All-Star competition.

However, Clark injured her right groin on Tuesday night in the last minute of the Fever's game against Connecticut, casting some doubts over whether she will be able to play.

If she can, she'll be joined by contest record-holder Sabrina Ionescu, who last entered the contest in 2023 and hit 25 of her 27 shots in the final round, scoring 37 points. It was the most shots made in a 3-point contest in either the WNBA or NBA.

Agencies Via Xinhua