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Today’s Case

South Carolina’s MiLaysia Fulwiley enters NIL in a big way

Meet one of the upcoming college basketball stars on AND off the court.

South Carolina freshman MiLaysia Fulwiley averaged 12.2 points this season, and also became the first freshman in program history to earn SEC Tournament MVP honors.

And she’s been capitalizing on her brand, including deals with:

• Under Armour Curry Brand, becoming the first college athlete to sign with Steph Curry’s product line. She will also wear Curry Brand footwear on court for Gamecocks games.

• Mr. Seafood, while launching her own garlic butter sauce.

• Red Bull, also becoming the brand’s first NIL athlete.

• Turbotax

The Verdict

• Props for the national deals

  • While this is not typical for most college athletes, kudos to her for the national partnerships while she continues to build her brand.

  • Of course, there are still local opportunities that she should leverage to build relationships near campus.

• Joins a growing roster of women’s basketball NIL stars

  • Along with established women’s college basketball players earning significant partnerships (Angel Reese, Caitlin Clark, and Paige Bueckers, among others), she joins rising NIL stars such as USC’s Juju Watkins (NerdWallet, Ritz Crackers) and UCLA’s Kiki Rice (Jordan Brand, Beats By Dre) to take advantage of partnerships.

  • Look for this roster of athletes to grow as more college athletes become household names and maximize their NIL.

• Another three years to maximize her brand

  • Considering MiLaysia is a freshman, this gives her a few more years to build her NIL portfolio while in college - and presumably carry over to her WNBA career.

    • Future-proofing deals will become more common in NIL as athletes will want to work with brands long-term as opposed to just a one-off engagement.

Jack Gohlke scores big on NIL during March Madness

The Oakland University sixth man capitalizes on his brand in a big way. Watch this video for more!

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^{I discuss insights and news related to name, image and likeness in 3 minutes or less every Monday, Wednesday and Friday at 12p ET/9a PT.}

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