In a groundbreaking move for women’s sports, Madison Reed has entered into a comprehensive partnership with the University of Connecticut (UConn) that includes court-naming rights, name, image, and likeness (NIL) deals, and career development opportunities.
The deal, valued in the multimillion-dollar range, grants Madison Reed court-naming rights for UConn’s Gampel Pavilion and XL Center, where both the men’s and women’s basketball teams play. This three-year sponsorship marks the first time a female-founded brand has gained such rights at UConn.
Additionally, Madison Reed has signed NIL agreements with four standout UConn women’s basketball players: Paige Bueckers, Azzi Fudd, Ice Brady, and Morgan Cheli. These athletes will act as brand ambassadors, with the commitment to showcase Madison Reed’s hair color products. Paige Bueckers has already made a splash by transforming her blonde locks into “sparkling rose” using Madison Reed’s ColorWonder dye.
Founded in 2013, Madison Reed specializes in in-home and salon hair color and is sold nationwide at major retailers like Amazon, Ulta Beauty, Target, and Walmart. The company’s founder and CEO, Amy Errett, a UConn alumna, expressed her excitement about the partnership, highlighting its dual impact: promoting women athletes and expanding Madison Reed’s market reach.
As part of the NIL deals, the athletes will also benefit from mentorship, internships, and the potential to franchise a Madison Reed Hair Color Bar. They will receive cash and equity in the company, aligning their success with Madison Reed’s growth.
UConn’s Hall of Fame coach Geno Auriemma praised the partnership, noting its significance in increasing visibility for women’s sports and elevating the athletes involved.
Paige Bueckers, known for her evolving hairstyles, sees the partnership as an opportunity to inspire others and enjoy experimenting with new hair colors, including a potential fan-voted color change in the future.
