Since 2011, General Motors has been a partner of the NCAA, but now that student-athletes in college athletics can profit off their name, image and likeness, the company decided to promote Buick through a campaign leading up to the NCAA Tournament.
Aliyah Boston of South Carolina, Iowa’s Caitlin Clark, Stanford’s Cameron Brink, Azzi Fudd of UConn, and Kiki Rice of UCLA all locked in NIL deals with Buick.
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The “See Her Greatness” campaign has a mission “to help increase women’s visibility in sports by encouraging viewership, supporting initiatives that drive equity and inclusion, and creating platforms for women to have meaningful conversations about the issues that face them.”
All five women’s basketball stars posted promotional videos on their Instagram accounts. There are videos also featured on Buick’s website as well.
Boston, who is the reigning National Player of the Year, is averaging 13.3 points and 9.7 rebounds and led South Carolina to another SEC title. The Gamecocks will enter the NCAA Tournament with an undefeated record. Boston also has NIL deals with Under Armour and Orangetheory, among others.
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Iowa’s Clark is averaging 27 points and 8.3 assists, while leading one of the most prolific offenses in all of college basketball. Clark was one of five basketball players to sign with Nike back in October.
Brink, who also has a NIL deal with Urban Outfitters, is averaging 14.9 points and 9.5 rebounds for Stanford, as a sophomore UConn’s Fudd is averaging 15.5 points for the Huskies, and Rice — the first athlete to ink a deal with Jordan Brand — started in 33 games for the Bruins this year, while averaging 11.7 points and 4.7 boards per contest.