South Carolina's MiLaysia Fulwiley lands another national-brand NIL deal

On3 imageby:Jeremy Crabtree03/28/24


Dawn Staley, Tessa Johnson, MiLaysia Fulwiley discuss North Carolina game | South Carolina WBB (March 24, 2024)

South Carolina freshman Milaysia Fulwiley continues to cement her stock as one of the top young players in college basketball both on and off the court.

On the court, Fulwiley is a key reason why the Gamecocks earned the No. 1 overall seed in the Women’s NCAA Tournament and advanced to the Sweet 16. The Gamecocks face Indiana at 5 p.m. ET Friday night in Albany, New York.

The 5-foot-10 guard averages 12.2 points, but she scored 20 and 17 points in the first two rounds of March Madness. She also netted a career-high 24 points in an SEC Tournament finals victory over LSU and became the first freshman in program history to earn SEC Tournament MVP honors.

Milaysia Fulwiley also continues to expand her success off the court with another national brand tapping her for an NIL deal.

Fulwiley announced a new deal with Intuit TurboTax, in an agreement facilitated by Excel Sports Management’s Dorian Branch. The tax preparation software company has become a major spender in March executing recent deals with top standouts such as UNC’s Armando Bacot and Alyssa Ustby, Oakland’s Jack Gohlke and several others.

“I’ve been making moves all season,” Fulwiley says in the video promoting TurboTax. “With brand partnerships like this one, I’m not done making moves this tournament. No matter what moves you made last year, TurboTax is here to make them all count.”

Milaysia Fulwiley taking over in March

For Fulwiley this is her fourth significant NIL partnership since February.

It started with a deal with South Carolina restaurateur Mr. Seafood where she created her own sauce. That was followed by a landmark agreement with the Curry Brand, where Fulwiley signed a multi-year deal and will star in marketing for footwear launches, be featured in campaigns and create her own player-exclusive colorways of future models with the brand’s team of designers.

Then last week before tipoff of the NCAA Tournament, she became the first NCAA athlete to sign an NIL deal with Red Bull.

“MiLaysia is a generational player, an artist who is expanding her understanding of how to marry all aspects of her game every day,” South Carolina coach Dawn Staley recently said. “We are learning things from each other about how to maximize her game, and it has been incredible to work with her on that process.”

Branch agrees with Staley.

“Lay is special,” Branch recently told The State. “We love for Lay to be the first. She’s a freshman now. She has the followers and the shine that she already has. We say, ‘Imagine that in four years.’ So when you’re talking about certain brands that really want to work with her, Red Bull included, like ‘Hey, this is now, and y’all are catching her early.’ So that’s why those are multi-year deals. Because these brands want to grow and build with her as she’s growing and building in college.”