Paige Bueckers’ ability to anticipate events is unwavering, whether she’s dissecting a defense or predicting her future off the court. Long before her latest deal hit the headlines, she hinted that something was coming. The present moment seems foretelling now.
During an interview with LandonBuford.com four months ago, the Dallas Wings star chose not to discuss sneakers or sports drinks. She did not mention the typical NIL deal. Instead, she decided to be practical. Bueckers was preparing for what she wanted to do next, not just a random comment. That is precisely what she has accomplished now.
A Partnership Paige Bueckers Practically Manifested
“I’d like to have a car dealership partnership, so I don’t have to pay for a car,” she said, half-joking but fully serious about the vision.
CarMax, the country’s largest used car retailer and the official auto retailer of both the NBA and WNBA, has brought Bueckers into its latest chapter of the long-running ‘Wanna Drive?’ campaign. While Donovan Mitchell joins her, Bueckers’ addition feels like the fulfillment of a wish she had made in the universe.
“Partnering with CarMax is such an incredible opportunity,” she said when the partnership became official. “I’ve always admired how CarMax celebrates WNBA athletes and ensures our personalities shine through their ads, so being part of that roster of basketball stars is such an honor. I loved that this campaign both celebrated my new life in Texas and showed how CarMax’s technology and flexible options make buying a car so easy.”
It’s not just a sponsorship for Bueckers; it’s a strategic move. She expressed her desire for partnerships that offer real, long-term benefits, not just quick cash or short-lived hype.
The Business Mind Behind the Brand
Bueckers has already attracted major endorsements across fast food, finance, and tech, and of course, a headline-making collaboration with Nike. The 24-year-old approaches NIL differently than most of her peers.
She’s not taking advantage of every opportunity that comes her way; she’s creating something purposeful. Her dream partnerships are those that make practical sense, which she has been open about. Companies that deal with real estate. Companies with real and lasting value.
CarMax has been a part of basketball culture for many years. Their commercials have become a staple of NBA and WNBA broadcasts, emphasizing players’ personalities rather than presenting a generic sales pitch to fans.
Their investment in women’s sports has been significant, increasing their support by more than tenfold since 2020 and earning them the WNBA Changemaker title.
A brand that strategically expands the league instead of merely renting its visibility. The goal of their latest campaign is to connect more deeply with fans by featuring authentic, recognizable basketball personalities.
“Paige and Donovan are more than elite athletes – they are cultural leaders whose talent, drive, and authenticity inspire their millions of fans,” said Sarah Lane, CMO, CarMax. “Just as these incredible athletes lead on the court with skill and confidence, CarMax is proud to deliver the most customer-centric car buying and selling experience in the industry. Together, we want to show what it looks like to drive the game, and put the customer in control.”
Long-term thinking is a rarity for someone her age. Bueckers is creating her own trend, and as her professional and personal journey continues, more brands will likely follow suit. Securing partnerships isn’t the only thing she does. As she goes, she’s designing her career and making it a reality.
