NIL Store BFCM Women's Basketball Sales Surge 3x; Azzi Fudd Tops All Athletes

The NIL Store saw record-breaking momentum over Black Friday and Cyber Monday (BFCM), posting a 3x year-over-year increase in women’s basketball sales, new all-time athlete earning highs, and massive fan engagement across the country.

With shoppers looking to support their favorite athletes during the biggest shopping weekend of the year, the NIL Store delivered its strongest single day, weekend, and month of athlete earnings ever.

And at the center of it all? UConn superstar Azzi Fudd, who finished as the top-earning athlete across all sports during BFCM.

Women’s Basketball Powers Historic Growth

Women’s basketball was the fastest-growing category of the entire weekend, driving 3x more sales YOY and helping fuel a sitewide 45% increase in athlete earnings.

UConn fans came out in full force, propelling Azzi Fudd to the #1 overall athlete spot and making her viral throwback football jersey the top-selling jersey of the entire BFCM weekend.

Fudd also led a dominant weekend for UConn’s women’s basketball program overall, with teammates Sarah Strong and KK Arnold also finishing inside the Top 10 for all female athletes.

Purdue, UConn and Illinois Lead School Sales

With Purdue men’s basketball ranked No. 1 in the country, Boilermaker fans unsurprisingly delivered the highest-selling school performance of the entire BFCM weekend. Rounding out the top five were UConn, Illinois, Michigan State, and Nebraska — a powerhouse lineup of basketball and football programs with passionate fanbases.

BFCM weekend includes all sales from Friday, Nov. 28 through Monday, Dec. 1.

BFCM Top-Selling Schools

1. Purdue

2. UConn

3. Illinois

4. Michigan State

5. Nebraska

6. Iowa

7. Ohio State

8. Indiana

9. LSU

10. West Virginia

Top-Earning Athletes (All Sports)

1. Azzi Fudd – UConn Women’s Basketball

2. Braden Smith – Purdue Men’s Basketball

3. Andrej Stojakovic – Illinois Men’s Basketball

4. Omer Mayer – Purdue Men’s Basketball

5. Kylan Boswell – Illinois Men’s Basketball

6. Coen Carr – Michigan State Men’s Basketball

7. Fernando Mendoza – Indiana Football

8. Fletcher Loyer – Purdue Men’s Basketball

9. Diego Pavia – Vanderbilt Football

10. Sarah Strong – UConn Women’s Basketball

Top-Earning Male Athletes

1. Braden Smith – Purdue Men’s Basketball

2. Andrej Stojakovic – Illinois Men’s Basketball

3. Omer Mayer – Purdue Men’s Basketball

4. Kylan Boswell – Illinois Men’s Basketball

5. Coen Carr – Michigan State Men’s Basketball

6. Fernando Mendoza – Indiana Football

7. Fletcher Loyer – Purdue Men’s Basketball

8. Diego Pavia – Vanderbilt Football

9. Trey Kaufman-Renn – Purdue Men’s Basketball

10. Kiyan Anthony – Syracuse Men’s Basketball

Top-Earning Female Athletes

1. Azzi Fudd – UConn Women’s Basketball

2. Sarah Strong – UConn Women’s Basketball

3. KK Arnold – UConn Women’s Basketball

4. Harper Murray – Nebraska Volleyball

5. Andi Jackson – Nebraska Volleyball

6. MiLaysia Fulwiley – LSU Women’s Basketball

7. Flau’jae Johnson – LSU Women’s Basketball

8. Audi Crooks – Iowa State Women’s Basketball

9. Karlyn Pickens – Tennessee Softball

10. Bergen Reilly – Nebraska Volleyball

Top-Selling Sports

1. Men’s Basketball

2. Women’s Basketball

3. Football

4. Baseball

5. Women’s Volleyball

Top-Selling Programs

1. Purdue Men’s Basketball

2. UConn Women’s Basketball

3. Illinois Men’s Basketball

4. Michigan State Men’s Basketball

5. Ohio State Football

6. Vanderbilt Football

7. LSU Women’s Basketball

8. Nebraska Women’s Volleyball

9. Iowa Men’s Basketball

10. Syracuse Men’s Basketball

A Record-Setting Weekend for Athlete Support

Every purchase during BFCM contributed to the largest athlete-earning period in NIL Store history — with fans showing just how meaningful officially licensed NIL merchandise has become across college sports. From powerhouse basketball programs to rising football stars, athletes nationwide saw unprecedented NIL success thanks to their supporters.

About The NIL Store

The NIL Store is the nation’s leading hub for officially licensed NIL merchandise, partnering with more than 120 schools and 30,000 athletes nationwide. Every purchase directly supports the athletes, helping them benefit from their name, image, and likeness — while giving fans access to high-quality, officially licensed collegiate apparel.

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