Picture this: a rising star in women's basketball not only dominating the court but also shaking up the business world by demanding fair pay for her peers. Paige Bueckers is making waves that go far beyond the WNBA, and it's inspiring a whole generation. But here's where it gets controversial – is her success a sign of progress, or does it highlight the deep inequalities still plaguing female athletes? Stick around as we dive into her latest moves and the bigger fight for equity in sports.
Staff Reporter
Dec. 9, 2025
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Updated 16 minutes ago
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3 min. read
Paige Bueckers' sharp business instincts could easily match her exceptional basketball skills. As the standout player for the Dallas Wings and the 2025 WNBA Rookie of the Year, she's been jet-setting this offseason, forging fresh alliances and committing to exciting ventures. What's more, she's etching her name in history books.
Good Eat’n, the tasty snack company started by NBA legend Chris Paul with 12 All-Star selections under his belt, revealed on Tuesday that Bueckers is now an equity partner. Together, they've collaborated on her signature snack line called Ragerz.
This partnership marks a groundbreaking moment: Bueckers is the very first WNBA player to hold a financial share in a food brand owned by an NBA star. For those new to this, equity means owning a piece of the company, like getting a cut of the profits, which can be a smart way for athletes to build wealth beyond their playing salaries.
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“I think being the pioneer means you're igniting a chain reaction, paving the way for more to follow,” Bueckers shared with The Dallas Morning News. “It's fantastic to contribute to this trend and to the broader landscape of women's sports, especially as women gain access to incredible opportunities like these. And honestly, I believe this is just the starting point for expanding on the foundations laid by the trailblazers who came before us.”
As a key figure in the booming popularity of women's basketball, Bueckers is rapidly becoming one of the WNBA's most recognizable faces. She represents a fresh wave of female athletes wielding immense marketing influence, all while spearheading the push for equal compensation.
“We're capable of making impactful changes outside of games,” Bueckers explained. “[We're appearing] in major media outlets, starring in ads, and landing huge endorsement contracts with giants like Nike and Gatorade that reach audiences nationwide, even worldwide. We're not just WNBA athletes; we deserve to be paid accordingly.”
Under her four-year rookie deal with the WNBA, Bueckers will earn roughly $348,000 in total. Yet, her ventures off the court are proving far more profitable. Most league players lack these backup options, which is exactly why they're championing higher pay. And this is the part most people miss: how off-court earnings can bridge the gap, but not everyone gets that chance.
The WNBA and its players' union have been locked in talks over a new collective bargaining agreement (CBA) for months. Originally set to wrap up by October 31, the deadline has been extended twice – first to November 30, and now to January 9 – as neither side has reached a deal.
“WNBA players and the WNBPA are holding their ground on certain key issues,” Bueckers noted. “That's likely why we're seeing these deadline shifts and ongoing discussions. I suspect we'll keep pushing them back.”
Athletes are urging the league to invest in them similarly to how major brands are backing Bueckers.
Her roster of sponsors is impressive, featuring names like Nike, Gatorade, Verizon, and DoorDash. This season break, she's popped up in commercials for Ally and Dick’s Sporting Goods. Plus, she's unveiled deals with Carmax and Reese’s, the latter in partnership with fellow WNBA sensation Angel Reese.
When Bueckers exited UConn in April after clinching a national championship, her Name, Image, and Likeness (NIL) valuation – a metric from sports site On3 that gauges an athlete's market worth – stood at $1.5 million. To clarify for beginners, NIL refers to the rights athletes have to profit from their personal brand, like endorsements, once college rules changed.
Before the Wings selected her as the top pick, Bueckers inked a three-year contract with the Unrivaled 3-on-3 women's basketball league. She'll hit the court there starting in January, but her ties to Unrivaled date back to her UConn era, including an NIL agreement with league equity. Reportedly, her first-year Unrivaled paycheck will surpass her entire WNBA rookie earnings.
With the league's expansion fueled by stars such as Bueckers, Reese, and Caitlin Clark, players are advocating for the WNBA to recognize their role in this surge. Big companies and influencers have already jumped on board.
“Rubbing shoulders with icons like Chris Paul helps forge stronger networks and boosts exposure, which in turn attracts more supporters and viewers,” Bueckers said. “These kinds of openings are fantastic for growing the sport.”
But here's where it gets controversial: While Bueckers' entrepreneurial flair is empowering, does it risk widening the divide between elite players and the rest? Should leagues prioritize base salaries to ensure all athletes thrive, or is the current model, where stars leverage their fame, the fairest path? And what about the argument that women's sports need more investment overall – is Bueckers' success a step forward or just a spotlight on systemic issues?
What do you think? Do athletes like Bueckers deserve massive off-court payouts, or should the leagues pay more on the basics? Is this a win for equality, or does it highlight how far we still have to go? Share your thoughts in the comments – let's discuss!
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More about:
Myah Taylor covers high school athletics and the Dallas Wings. She previously served as a Collin County journalist for The Dallas Morning News. Taylor's work has appeared in the Austin American-Statesman, Yahoo Sports, the Los Angeles Times, and Texas Monthly. She graduated from the University of Texas at Austin in 2022.
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