UConn basketball star Azzi Fudd has signed a high-impact NIL partnership with skincare brand Paula’s Choice, adding a new layer to her already powerhouse personal brand. Known for its science-backed formulas and loyal fanbase, Paula’s Choice found a perfect ambassador in Fudd—one of the most visible and marketable athletes in all of college sports.

The collaboration highlights a growing shift in brand collaborations and partnerships, where elite athletes are trusted to represent not just performance, but authenticity, wellness, and long-term care.

More Than a Face of the Game—Now a Face of Skincare

As part of a year-long campaign, Fudd will be featured in Paula’s Choice content across digital and social platforms, bringing visibility to both everyday routines and specialized skincare solutions. The partnership positions her as a trusted voice in both the women’s sports industry and the self-care space, aligning naturally with her influence among young, highly engaged audiences.

With wellness now central to athlete storytelling, this deal feels like a seamless addition to Fudd’s growing list of brand partnerships—and a smart next step in her evolution as a lifestyle leader.

Why They Chose Her

According to the Out2Win athlete intelligence platform, Azzi Fudd boasts an Out2Win Score of 97—tied for the highest across the platform. Since March 1, she’s grown her audience by 50.95%, jumping from 648,249 to over 978K followers across Instagram and TikTok. Her Instagram engagement rate sits at 14.08%, with median Reel plays at 753.5K and TikTok views at 1.1 million.

Even more impressive? She holds a 39.9% engagement rate on sponsored content, making her one of the most effective athlete brand ambassadors in the space. Fudd’s partnership history already includes names like Bose, Oreo, Madison Reed, and Raising Cane’s—and Paula’s Choice now joins that elite group, tapping into an athlete who can convert both attention and affinity.

An Influencer Marketing Strategy Rooted in Real-Life Value

Fudd’s NIL partnership with Paula’s Choice goes beyond endorsements—it’s built around everyday relevance. The campaign will center on her personal athlete skin care routine, reinforcing the idea that peak performance includes taking care of yourself off the court. It’s a thoughtful fit that aligns both with her identity and Paula’s Choice’s brand values: clean, effective, and confident.

As more companies seek out athletes with genuine influence, Fudd’s ability to authentically connect through content, storytelling, and lifestyle integration makes her a standout in the NIL era.

A Milestone for UConn Women’s Basketball and the Growth in Women’s Sports

Fudd’s continued brand success underscores a larger trend: the accelerating growth in women’s sports—not just in viewership, but in marketing power. Through NIL, players like Fudd are controlling their narratives, expanding their reach, and reshaping the model for how athletes are valued by industries far beyond athletics.

For UConn women’s basketball, it’s another testament to the program’s ability to develop not just elite athletes—but cultural icons. Fudd’s role in that evolution is becoming harder to ignore, and her latest deal is only pushing that narrative further.