A new financial era in women’s basketball rewrites the rules for players like Paige Bueckers.

The increasing financial opportunities for WNBA athletes, particularly through name, image, and likeness (NIL) deals and the emergence of alternative women’s basketball leagues, have reduced the necessity for players to seek income abroad. Paige Bueckers, the WNBA’s 2025 No. 1 draft pick and a rising star, has become a prominent voice in highlighting these changes. Bueckers, who was once financially unprepared for the rapid success of college athletics, now boasts an estimated net worth of $1.5 million, largely attributed to her NIL deals with companies like StockX and Gatorade. These earnings, combined with her participation in the Unrivaled 3-on-3 basketball league, have significantly increased her financial stability without the need to play internationally.

The NIL market has expanded rapidly since the 2021 Supreme Court decision that allowed student-athletes to profit from their name, image, and likeness. This shift has created new pathways for athletes to build wealth early in their careers. Bueckers’ story is emblematic of a broader trend where young athletes are navigating financial independence at a faster pace than previous generations. She signed her first NIL deal in 2021, months after the policy change, and has since become a vocal advocate for financial literacy among student-athletes. In April 2025, she partnered with Intuit for Higher Education to develop programs aimed at improving financial education, including tailored tax guidance for student athletes.

The financial landscape for women’s basketball has also evolved with the emergence of new leagues offering competitive salaries. Unrivaled, co-founded by Napheesa Collier and Breanna Stewart, pays its players an average of $220,000, which is nearly equivalent to the WNBA’s maximum base salary. Bueckers signed a three-year deal with the league, which will provide her with more income in a single season than her four-year WNBA rookie contract. The league’s valuation has skyrocketed to $340 million following a new round of funding led by Bessemer Venture Partners and including investors like Serena Williams and Trae Young. Unrivaled’s financial success is not only a sign of growing interest in women’s basketball but also an added pressure on the WNBA to modernize its compensation structure.

The WNBA’s current collective bargaining agreement (CBA), set to expire at the end of 2025, is under intense scrutiny. Players are seeking a larger share of league revenue, with some advocating for salaries closer to $1 million and improved benefits. Commissioner Cathy Engelbert has emphasized the league’s focus on a “path to profitability,” despite a record-breaking season and a new $2.2 billion media rights deal. However, as Unrivaled and other alternative leagues offer higher pay and ownership opportunities, the WNBA’s ability to retain top talent is being tested. The league’s recent efforts, such as a $25 million per year charter program and increased postseason bonuses, are steps toward addressing player concerns, but significant gaps remain.

The rise of domestic leagues and NIL opportunities has also reduced the risks associated with overseas play, which has historically been a financial necessity for many WNBA athletes. Players like Sue Bird and Brittney Griner once relied on international contracts to supplement their income, with Griner facing a 10-month detention in Russia in 2022 after being found with hashish oil. Bueckers, however, is part of a new generation of athletes who can remain in the U.S. and still achieve financial stability. This shift is not only reshaping the economics of women’s basketball but also reducing the health and security risks associated with international travel. While the choice to play overseas remains, it is no longer a requirement for financial survival.

As the WNBA enters a critical phase in its CBA negotiations, the emergence of alternative leagues and the NIL boom are redefining the economic landscape for women’s basketball. Bueckers’ experience underscores the importance of financial education, financial independence, and the growing influence of player-driven opportunities. Whether the WNBA can adapt to these changes and provide fair compensation and benefits remains a key question for the league’s future.