Saniya Rivers has transformed from a college basketball sensation to a marketing powerhouse, leveraging her exceptional talent on the court into lucrative business partnerships. The 6’1″ NC State guard’s portfolio now boasts seven major brands, signaling her rising status in the increasingly competitive NIL marketplace.
Women’s basketball’s surging popularity has created unprecedented opportunities for standout performers like Rivers. Her ability to secure partnerships with nationally recognized brands demonstrates both her personal appeal and the shifting commercial landscape that increasingly values female college athletes as valuable ambassadors.
Saniya Rivers’ Growing NIL Portfolio
Rivers has assembled an impressive collection of partnerships, including Powerade, TurboTax, Raising Cane’s, Pack of Wolves, Direct Auto Insurance, and The V Foundation. Her most recent deals were secured in March 2025, showcasing her continued marketability as she completes her collegiate career at NC State.
The Powerade partnership signed in December 2024 marked a huge milestone for Rivers. This contract put her on the same level as LSU sensation Flau’jae Johnson celebrating the brand’s dedication to women’s sports and acknowledging Rivers as among the rising stars of college basketball.
Rivers’ NIL journey began after she transferred to NC State in 2022, starting with early partnerships, including Pack of Wolves and Direct Auto Insurance. Her deal timeline shows strategic growth with The V Foundation in October 2022, Powerade in December 2024, and both TurboTax and Raising Cane’s in March 2025.
On-Court Excellence Driving Commercial Appeal
Rivers’ marketability stems directly from her exceptional performance. She stands as the only player in NC State history with at least 1,100 points, 600 rebounds, 350 assists, 180 steals and 100 blocks in just three seasons earning consecutive All-ACC First Team and ACC All-Defensive Team honors.
During the 2024-25 campaign, Rivers led the Wolfpack in multiple statistical categories, including 3.8 assists, 1.6 steals, 1.3 blocks, and 34.1 minutes per game. Her nine double doubles demonstrated remarkable versatility, with standout performances against top-ranked opponents like No. 1 Notre Dame and No. 7 LSU.
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Rivers’ two-way impact combines scoring efficiency with defensive prowess, making her particularly attractive to brands seeking authentic athletic partnerships. Originally ranked as the No. 3 overall player in the 2021 class, she has fulfilled that potential while delivering clutch performances throughout her collegiate career.
While specific financial details of Rivers’ NIL arrangements remain undisclosed, her diverse and growing portfolio positions her for continued commercial success.
Her strategic approach to partnership development demonstrates how elite women’s basketball players can effectively navigate collegiate athletics’ new economic landscape while maintaining on court excellence.
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