Gatorade Signs Paige Bueckers as First College Athlete Endorser

Gatorade is signing its first-ever college athlete to an endorsement deal as the prolific sponsor capitalizes on a recent NCAA rule change to increase its influence in women’s sports.

Paige Bueckers, the 20-year-old basketball phenom at the University of Connecticut, agreed to a multiyear deal with the PepsiCo Inc.-owned sports drink to join its athlete roster. As part of the arrangement, she’ll promote the brand in television commercials, social posts, product collaborations and events, with a focus on boosting women’s basketball. The parties declined to disclose financial terms of the agreement.

Bueckers is one of the top student-athletes in all of college sports, earning player of ...