UConn's Azzi Fudd inks NIL deal with Celsius

UConn senior guard Azzi Fudd has added another major brand to her NIL portfolio, announcing a new partnership with Celsius ahead of her final season of college basketball. For Fudd, who was part of the first wave of college athletes to benefit from NIL, the deal feels like a natural fit.

“I’ve been a Celsius fan for a while…,” she said, laughing. “My mom actually loves it. That’s where it started. Then last year, one of my teammates and I started splitting one every pre-game. I got so excited when this came about.”

The partnership ties directly into Fudd’s busy life as a student-athlete. Between classes, workouts, recovery, and other obligations, she says the energy drink has become part of her daily routine.

​​“Your days are so long and they’re tiring, but it’s a grind,” she said. “You’ve got to wake up and do it all the next day. [It’s huge] being able to have Celsius with me, to drink that and just power me through and keep me energized for workouts, for class, for everything my day throws at me.”

Beyond the personal fit of each brand, Fudd sees NIL as a way to connect meaningfully with brands and people.

“NIL has been such an incredible opportunity for me and for my teammates,” Fudd said. “The most exciting part has been meeting incredible people – not just working with brands, but meeting the people behind them. Every shoot, every conversation… It makes me even more proud to partner with them and have my name beside theirs.”

Fudd was a freshman when NIL took effect and has watched it evolve since.

“I don’t really know college without NIL,” she said. “It’s a weird thought, but I can definitely see the progress that it’s made from my first year… not just in women’s basketball, but all women’s sports… Seeing women athletes get recognition they deserve and having super cool partnerships with brands has been fun to see.”

For Fudd, this partnership isn’t just business, it’s personal.

“I’m super excited for this deal…,” she said. “It’s something I’m proud of.”