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UConn guard Paige Bueckers has teamed up with Intuit for her latest name, image, and likeness (NIL) deal. The sponsorship is part of the financial technology company's "Intuit for Education" initiative.
Bueckers, 23, has been a pioneer in the relatively new NIL world in college sports, securing a broad portfolio of deals with major brands such as Nike, Gatorade, Bose, Verizon, and Chegg.
"I'm extremely grateful for the people investing in me," Bueckers said to Sports Illustrated. "I've been through a lot, so to see people continue to believe in me after injuries, after everything that I've overcame, it means the world to me. It makes you want to work extremely hard to fulfill what they're believing in but also staying grounded in who you are and not letting money or a deal or a partnership change you."
Intuit will start providing free financial literacy resources to college students, including a focus on student-athletes navigating the complex world of NIL earnings. NIL rules have constantly evolved since a 2021 Supreme Court ruling removed limitations on college athletes making money through sponsorships.
NIL regulations can vary by state, college, or athlete, creating a confusing financial environment for players trying to profit while remaining at the top of their game.
"I think honestly the best advice I can give is to ask questions," said Bueckers. "Have a good team around you that knows what they're doing, so like leaning on into that, leaning on a financial advisor and using their knowledge to build yours, using those resources that are available to you. Nobody is born with an innate knowledge of how to handle your money, but people are paid to do so and that's their job to do so."
Financial stress affects more than 70 percent of college students and more than half consider dropping out due to financial burdens, according to Intuit. Through expert-led TurboTax workshops and interactive educational tools, Intuit for Education aims to equip students with the skills to manage their finances and build long-term financial security.
Intuit's program will integrate its financial tools into first-year experience programs, financial wellness initiatives, and targeted resources for student-athletes.
"We believe that financial literacy is a fundamental life skill that should be accessible to all," said Dave Zasada, Intuit's vice president of education and corporate responsibility. "Through Intuit for Education, we're excited to offer a flexible, interactive, and, most important, free financial literacy program to millions of college students and educators.
"With Intuit for Education, we hope to bridge the gap in financial education and help create a more financially secure future for all."
Outside of her trailblazing deals, Bueckers has battled through severe injuries to become an all-time great for the storied Huskies program. The Minnesota native is a two-time unanimous first-team all-American and was named the 2021 Naismith College Player of the Year.
Bueckers was celebrated on Senior Day by having her name and number hung in the Huskies' "Ring of Honor" inside Gampel Pavilion. She's hoping to finish her career in the "Basketball Capital of the World" by leading UConn back to the NCAA Final Four and capturing the team's first national championship since 2016.
As she reflected on her NIL journey, Bueckers told SI that she has wanted to make all of her deals bigger than herself.
"There's a portion of giving back and donations and making sure that I'm getting other people involved and making sure my teammates are involved in some way or fashion," she said. "I think it's a balance of both and obviously definitely trying to stay around and stay humble."
Bueckers and the Huskies are preparing for the Big East tournament, which will be close to campus at Mohegan Sun Arena in Uncasville, Connecticut. UConn will play either St. John's or Butler in the quarterfinals on Saturday, Mar. 8.
Intuit said it has a goal of helping 50 million students with financial literacy by 2030.
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