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Gatorade Signs Paige Bueckers as First College Athlete Endorser

The UConn basketball star is breaking ground under the new NCAA sponsorship rules.

Paige Bueckers
Paige Bueckers

Gatorade is signing its first-ever college athlete to an endorsement deal as the prolific sponsor capitalizes on a recent NCAA rule change to increase its influence in women’s sports.

Paige Bueckers, the 20-year-old basketball phenom at the University of Connecticut, agreed to a multiyear deal with the PepsiCo Inc.-owned sports drink to join its athlete roster. As part of the arrangement, she’ll promote the brand in television commercials, social posts, product collaborations and events, with a focus on boosting women’s basketball. The parties declined to disclose financial terms of the agreement.