Azzi Fudd: How I learned to leverage NIL for transformation, not just transactions

(SeaPRwire) –   As I conclude my collegiate basketball journey at UConn and get ready to embark on my professional path with the WNBA and Dallas Wings, I’ve reflected deeply on my journey and the factors that have contributed to my growth. The NCAA’s shift in Name, Image and Likeness (NIL) rules revolutionized the landscape for my peers and me, yet it offered no instruction manual. We’ve all been navigating this new terrain as we go, and each choice has carried significant weight.

Within a few short years, NIL has expanded into a billion-dollar industry, yet many collaborations still adhere to a well-worn script of fleeting brand endorsements. Now, five years into this era, I’ve witnessed how NIL can easily become a repetitive cycle of swift transactions and temporary gains. That shouldn’t be the ultimate objective – particularly for female athletes who generate immense engagement and cultivate huge social audiences, yet still account for only about 32% of all NIL deal submissions.

NIL shouldn’t merely focus on converting attention into revenue. It should focus on constructing something enduring.

Initially, I believed the most valuable opportunities were the largest or most visible ones. I’ve been fortunate to have the support of UNLTD Sports from the start, a group that handles sports marketing and representation for collegiate and pro athletes. They steered my NIL path by emphasizing long-term vision over immediate circumstances.

At some point, my perspective changed. I began to value the experiences that tested me, that provided new knowledge, that altered my perception of my identity outside of basketball.

This is why my collaboration with Madison Reed held such significance. It was more than a brand partnership; it involved having a seat at the table, obtaining equity in the company, and gaining the chance to potentially be among the brand’s inaugural franchisees as part of the agreement – moving beyond payment for social media posts to genuine business ownership. I learned about the company’s operations, observed decision-making processes, and grasped what it takes to create something from scratch. That journey instilled in me a distinct form of confidence that extends far past the basketball court.

It helped me understand that the most impactful opportunities are not transactional; they are transformational. They influence your self-perception and expand your vision of what’s possible for your future.

Here are three insights I’ve gained about selecting opportunities that genuinely propel you forward:

Bet on the people, not just the deal

I’ve discovered that the strongest partnerships are defined not only by what you receive, but by the people around you.

It’s simple to become preoccupied with figures or external appearances. However, the individuals supporting you are more crucial than any agreement. Those who dedicate time to mentor you, who introduce you to important spaces, and who encourage you to think more ambitiously. That’s what leaves a lasting impression.

Amy Errett, Madison Reed’s Founder and CEO, didn’t engage with me merely as a campaign participant. She invested in me as an individual. She ensured I comprehended the business mechanics and involved me in substantive discussions.

Through that involvement—whether learning about equity, exploring what it might mean to one day become a franchisee, or working with the marketing team during an internship while completing my MBA—I began to envision what creating my own venture could truly entail.

This exemplifies the potential of NIL when brands look past simple endorsement deals.

At its peak, it transcends endorsements. It’s about brands viewing athletes as future operators, founders, and leaders, not merely as public figures. Often, it just requires one person who believes in you in that capacity. Someone who elevates your expectations for what you deserve and what you should seek.

Therefore, when evaluating opportunities, look beyond the terms and consider the people involved.

Transformation takes time, and you don’t always see it right away

This is likely the most difficult lesson to embrace. Development doesn’t occur instantly, and it certainly doesn’t progress as rapidly as a business deal. The effects aren’t always immediately visible, but they accumulate gradually over time.

Each discussion, each meeting, each person who invests in you contributes something distinctive. Eventually, you begin to sense the change. You gain a practical understanding of how systems function. You forge connections that are more profound than a legal document. You acquire skills that prove valuable in settings completely unrelated to sports.

Comparing my mindset from five years ago to today reveals a total shift. I’m developing a genuine understanding of brand business operations. I’m adopting a more entrepreneurial thought process. I’m learning to enter a space with the assurance that I belong—not solely due to my athletic achievements, but because of the value I can add to the dialogue.

This is where NIL possesses real potential for advancement.

Brands currently have an opportunity to reshape the concept of partnership. It’s not just about compensating athletes for posts, but about genuinely investing in them. Inviting them into strategic discussions. Educating them on operational processes. Helping them prepare for life after their playing careers and the next phase of their lives.

Play the long game

This is a principle I frequently revisit when making partnership choices today.

I aim to select growth. The experiences that provide real education. The people who push me. Those are the ones that endure. Basketball will forever be my bedrock. That is constant. But everything I’m developing alongside it—my mindset, my leadership approach, the connections I’m making—stems from experiences that challenged me, not just those that seemed advantageous in the moment.

I’m still learning. I suspect I always will be. But I’ve come to understand that it’s not merely about accepting opportunities; it’s about being deliberate with your selections. Choosing the ones that facilitate your growth into the person you aspire to become.

If you concentrate on that, other aspects often naturally fall into place.

NIL can be among the most potent resources available to athletes today. But only if we employ it with that intent. It’s not solely about immediate gains; it’s about how it prepares you for the future.

Fudd has a NIL partnership with Madison Reed and is represented by UNLTD Sports Group. This essay reflects her personal experience. The opinions expressed in .com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of .