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Caleb Love continues NIL partnership with Arizona Assist, releases merchandise with new jersey number

NS_headshot_clearbackgroundby:Nick Schultz05/30/24


After testing the NBA Draft waters again, Caleb Love is returning to Arizona for another year – and he’s debuting a new look.

Love is changing his jersey number, moving away from the No. 2 he wore at North Carolina and with the Wildcats last season. He will now wear No. 1, and he made the news official through a partnership with the Arizona-focused NIL collective, Arizona Assist.

Fans can buy an official No. 1 jersey through the collective’s website. The officially licensed merchandise is also part of Love’s #ONELOVE campaign, which will benefit the Tucson community.

Love previously partnered with the Arizona Assist Club last season after transferring from North Carolina, and after withdrawing from the draft, will continue to do so. In addition to his ventures with the collective, he also rose to NIL stardom during March Madness as he landed deals with RITZ Crackers, SKIMs and Keurig while Arizona made a run to the Sweet Sixteen.

Now, he’s coming back to Tucson, and it could be just the beginning of the next phase of his NIL journey.

Caleb Love looking to capitalize in Year 2 at Arizona

With 430,000 followers on social media – including 329,000 on Instagram – Love is one of the most recognizable men’s college basketball players and ranks No. 33 in the On3 College Basketball NIL Rankings. One of the top players in the country, he’s sure to be a focal point for Tommy Lloyd’s group once again in 2024-25 after helping lead Arizona to a No. 2 seed in the NCAA Tournament.

Love put up impressive numbers in 2023-24 after spending three seasons at North Carolina. He led Arizona with a career-high 18 points per game as the Wildcats went 27-9 overall record and a 15-5 mark in Pac-12 play. They also won one more regular-season title before leaving for the Big 12 this coming season.

After the season, Love tested the NBA Draft waters, but did not receive an invitation to the NBA Scouting Combine earlier this month. Ahead of Wednesday’s deadline to keep his college eligibility, he took to Instagram to announce his return and give Arizona a boost as it heads to its new conference.

“Wildcat Nation, it’s been so amazing the way you’ve welcomed me and showered me with love,” Love said in a video announcing his return.

“No way I can walk away from all of that right now. The show goes on.”