Blazing a Trail from Columbia to National Spotlight: MiLaysia Fulwiley Becomes First NCAA Athlete Signed by Red Bull in 2025, Shaking Up College Sports With Her Electrifying Talent, Off-Court Charisma, and a Groundbreaking NIL Deal Thatβs Turning Heads Across the Nation
In a groundbreaking move that has sent shockwaves through the world of college sports, MiLaysia Fulwiley, the dynamic guard from Columbia, South Carolina, has become the first NCAA athlete to sign a Name, Image, and Likeness (NIL) deal with Red Bull. This historic partnership, announced in March 2025, marks a significant milestone not only in Fulwiley’s career but also in the evolving landscape of collegiate athletics.
A Rising Star in Women’s Basketball
MiLaysia Fulwiley’s journey to national prominence began in her hometown of Columbia, where she played high school basketball at W. J. Keenan High School. Her exceptional talent was evident early on, earning her a spot in the McDonald’s All-American Game as a senior. Rated a five-star recruit by ESPN, Fulwiley committed to play college basketball for the University of South Carolina, choosing the Gamecocks over offers from Florida, Louisville, and Ole Miss .
During her freshman season at South Carolina, Fulwiley made an immediate impact, helping the Gamecocks win the SEC Tournament and earning MVP honors after scoring a season-high 24 points in the final against LSU . Her electrifying play and leadership on the court were instrumental in South Carolina’s success, culminating in a national championship.
The NIL Revolution: A New Era for College Athletes
The introduction of NIL rights for college athletes in 2021 opened new avenues for student-athletes to capitalize on their personal brands. Fulwiley quickly became a standout in this new era, securing multiple high-profile NIL deals. In March 2024, she signed a multi-year partnership with Curry Brand, becoming the first collegiate athlete to do so at an Under Armour school . This deal included opportunities to collaborate on player-exclusive footwear designs and serve as a brand ambassador.
In addition to her partnership with Curry Brand, Fulwiley secured deals with other major brands, including Intuit TurboTax, RITZ Crackers, and Mr. Seafood, where she launched her own signature sauce . These partnerships not only enhanced her visibility but also demonstrated the growing marketability of female athletes in collegiate sports.
Red Bull Deal: A Historic First
The announcement of Fulwiley’s partnership with Red Bull in March 2025 marked a historic first for the energy drink giant, as she became the company’s first NCAA athlete to sign an NIL deal . This unprecedented move underscores Red Bull’s commitment to supporting athletes who embody the brand’s values of energy, determination, and excellence.
The partnership with Red Bull provides Fulwiley with resources to further develop her personal brand and expand her reach beyond the basketball court. It also sets a precedent for future collaborations between major brands and college athletes, particularly in women’s sports.
Impact on College Sports and the NIL Landscape
Fulwiley’s groundbreaking NIL deals have had a profound impact on the college sports landscape. Her success has highlighted the potential for female athletes to leverage their platforms and secure lucrative partnerships. Moreover, her partnerships with brands like Red Bull and Curry Brand have set new standards for what is possible in collegiate athletics.
The visibility and financial opportunities afforded to Fulwiley through these NIL deals also raise important questions about the future of college sports. As more athletes follow in Fulwiley’s footsteps, the dynamics of collegiate athletics are likely to continue evolving, with increased emphasis on personal branding and marketability.
Looking Ahead
As Fulwiley prepares for the next chapter of her basketball career, her groundbreaking NIL deals position her as a tra