This season, UConn Huskies guard Azzi Fudd is making real waves in the Name, Image, and Likeness (NIL) world. She just topped The NIL Store’s weekly sales rankings, even edging out her teammate—and girlfriend—Paige Bueckers for the number one spot.
Still, Fudd trails Bueckers in overall NIL value. Bueckers holds an estimated NIL valuation of about $1.4 million, making her one of the biggest earners in women’s college basketball.
Fudd’s NIL valuation sits somewhere between $750,000 and $1 million. Weekly merchandise sales show Fudd’s rising popularity, but they don’t really tell the whole story when it comes to NIL earnings or brand deals.
Azzi Fudd’s Rise to the Top of Weekly Sales
Azzi Fudd recently claimed the top spot in weekly merchandise sales among female athletes, according to The NIL Store. That’s no small feat, especially given the competition—her own teammate Paige Bueckers is right behind her in second place.
The best-selling female athletes this week include:
- Azzi Fudd
- Paige Bueckers
- Andi Jackson
- Flau’jae Johnson
- Jenessa Cotton
- McKaley Herr
- Daphne Nakfoor
- Trinity Rowe
- Lea Bartelme
- Peyton Bradley
Understanding the NIL Valuation
Even with Fudd’s impressive weekly sales, Paige Bueckers still leads in overall NIL valuation. Bueckers’ estimated value of $1.4 million puts her among the top earners in the sport.
Fudd’s valuation is between $750,000 and $1 million. It’s a decent gap, and it really shows that weekly sales and total NIL value aren’t always in sync.
Azzi Fudd’s Brand Partnerships
Fudd’s been building an impressive brand portfolio this year. Her most notable recent partnership came in August, when she joined NFL star Travis Kelce’s “Tru Kolors” collaboration with American Eagle.
This campaign featured six elite athletes and really put Fudd in the spotlight as one of college basketball’s rising stars. That deal just adds to her growing list of partnerships.
Other Major Brand Deals
Fudd’s partnerships stretch across some big names, including:
- SC30 Inc. (Stephen Curry’s brand)
- DoorDash
- Chipotle
- Bose
- Nespresso
- Optimum Nutrition
She’s also signed with Unrivaled, the new pro 3×3 basketball league that’s paying top college players.
Paige Bueckers: The Higher Overall NIL Value
Paige Bueckers, despite Fudd’s recent surge in weekly sales, still holds a higher overall NIL value. She’s locked in high-value deals with some major brands:
- Nike
- Gatorade
- CeraVe
- Verizon
Bueckers made history as the first college athlete to land a multi-year Gatorade deal and even scored her own Nike signature shoe. No wonder her NIL valuation is so high.
Other Top Female Athletes in NIL
Other athletes on The NIL Store’s top seller list include Nebraska volleyball star Andi Jackson at number three, and LSU basketball’s Flau’jae Johnson at number four.
Flau’jae Johnson actually leads all women’s college basketball players with a $1.5 million NIL valuation and has around 40 brand partnerships—now that’s impressive.
Fudd’s Growing Popularity and Future Prospects
Bueckers has moved on to the WNBA with the Dallas Wings after their 2025 championship run. Fudd, meanwhile, keeps building her brand as the Huskies aim to defend their title this season.
The Road Ahead
Azzi Fudd’s been steadily building her brand, and it’s honestly kind of fascinating to watch her stack up new partnerships. I keep wondering how her NIL valuation’s going to shift as she keeps making waves.
She’s putting up strong numbers on the court and her popularity off it just keeps climbing. If I had to guess, Fudd’s got a real shot at becoming one of the top earners in women’s college basketball—maybe sooner than people expect.
For more details and the latest on Azzi Fudd and Paige Bueckers, check out Sports Illustrated.
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