Paige Bueckers was already one of the most-hyped and highly anticipated players in the WNBA years before she was actually drafted as the No. 1 overall pick in the 2025 Draft. Bueckers' skills on the court are undeniable, and her potential to continue to grow is vast.
But Bueckers has been making off court moves that are unprecedented for a WNBA player. Part of their novelty is simply because WNBA players haven't had the kind of opportunities Bueckers has until very recently, but another part comes down to the kind of pull that Bueckers generates all by herself.
Bueckers was already one of the most popular NIL athletes throughout her time playing for the UConn Huskies. She generated plenty of interest and income for herself, which in turn was reflected by the kind of deals she made and the brands she worked with.
That marketability has continued to be a major factor in Bueckers' professional career as well. This season she announced several partnerships with brands like CarMax and Fanatics. Though the brands are wildly different (CarMax helps with purchasing and financing cars and Fanatics is a clothing brand that produces a lot of incredible WNBA merch), the deals are a strong sign that Bueckers is on the right path when it comes to building both interest in her career and life-long financial stability.
Bueckers also seems to know how to have fun with the deals she generates, something that became clear when she announced a partnership with LEGO this week. "A true dream collab," Bueckers wrote on Instagram, along with a photo of herself designed by LEGOs. "So excited to partner with the @lego Group to empower creativity through play!"
Paige Bueckers is a trailblazer is multiple ways
Despite the fact that the Dallas Wings didn't have a strong season, Bueckers averaged 19.2 points, 3.9 rebounds, 5.4 assists and 1.6 steals for team, was named a WNBA All-Star, and made her senior Team USA debut during the offseason. That's a lot of leadership potential for an athlete who is still only 24-years-old.
But she's also blazing a trail for young athletes who will come after her and want to establish brand deals all on their own. Even five years ago it would have been difficult for many people to believe that a company like LEGO would be interested in working with a WNBA player, but Bueckers has helped not only make it believable, but to make it a reality.