Photo By Sporting News

When UConn star Paige Bueckers announced her decision to return for a fifth year of eligibility, it sent ripples through the women’s college basketball world. In a time when many athletes are eager to leap into the pros, Bueckers' move reflects a new and evolving reality—one where the business of college athletics, especially through Name, Image, and Likeness (NIL), is changing the trajectory of elite players.

More Than Just One More Season

This isn’t just about unfinished business on the hardwood. It’s a calculated decision, influenced by a complex mix of financial opportunity, brand growth, and the current economics of professional women's basketball.

Since NIL rights were granted to college athletes, Bueckers has become one of the most marketable athletes in the NCAA. With endorsement deals from powerhouse brands like Nike, Gatorade, and Bose, she’s built a brand worth over $1.4 million in NIL value, according to recent estimates. These aren’t small-time deals—these are major corporate partnerships that mirror what professional athletes secure.

Why Stay?

So why stay at UConn when the WNBA awaits? The answer lies in the economics.

While the WNBA continues to grow, rookie salaries in the league are still limited compared to what top college athletes can now earn through NIL. For Bueckers, the opportunity to continue earning at a high level, build her brand, and finish her collegiate legacy outweighs the current financial incentives offered by the professional game.

There’s also a strategic side: by extending her college career, she gets another season of national exposure, another deep tournament run, and another chance to lead the storied UConn program to a title—all while continuing to stack NIL endorsements.

NIL is Reshaping the Game

Bueckers' decision is part of a larger trend: top-tier women’s basketball players are no longer rushing to go pro. They’re choosing to stay longer, invest in their brands, and maximize their value before stepping onto the WNBA stage. Players like Caitlin Clark, Hailey Van Lith, and now Bueckers are proving that college can be more than a stepping stone—it can be the platform where stars are truly made and paid.

The Big Picture

This isn’t just a win for UConn—it’s a win for college athletics. NIL has empowered athletes, especially in women’s sports, to make career decisions that fit their goals, values, and futures. It’s leveling the playing field financially and giving athletes more control over their narratives.

As for Bueckers, her fifth year is more than just a return to Storrs—it’s a masterclass in how to navigate the modern college sports era. She’s setting the tone for how female athletes can command value, grow their brands, and rewrite what it means to be a student-athlete in 2025.