Will UConn’s Paige Bueckers be college sports’ first $1 million woman?
In February 2020, NCAA leaders furrowed their brows and warned that allowing college athletes to profit from their name, image and likeness couldpassed rules allowing college athletes to earn money on endorsements
. This week, an NCAA-commissioned report used a female athlete to illustrate the advantages women’s college basketball has over men’s in marketing players. That star is Paige Bueckers , the do-everything UConn guard who last season became the first freshman to be named the AP National Player of the Year. Given her large social media following and high-profile team, she could earn $1 million a year in endorsements, according to an analysis by a firm that connects athletes with sponsors. That is likely more than she would earn if she were able to turn pro now.
Bueckers has so much earning potential that she’s one of the few college athletes who’s signed with an agent—Lindsay Kagawa Colas, an executive vice president at the prominent agency Wasserman. Colas didn’t blink at the $1 million estimate. “We’re approaching this, I think, with the understanding that the potential is really limitless,” Colas said. “It really comes down to: What are the right deals, and how much time does Paige have to spend?”
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