Serena Sundell, Kansas State Wildcats’ point guard star, is quickly becoming one of the most familiar faces in the game of college basketball. With her energetic style of play, her status as a leader, and her ability to make clutch plays on the court, she has also caused a stir off the court with her high-paying NIL (Name, Image, and Likeness) deals. How much cash, though, are her NIL contracts, and what does it bode for the future of student-athletes?
How Much Is Serena Sundell’s NIL Worth?
Serena’s NIL adventure began in earnest as a freshman at Kansas State when the NCAA first allowed student-athletes to monetize their personal brand. Sundell has been shaking things up ever since with a string of deals that span sports, lifestyle, and local charities. From large food companies to luxury car dealerships, her NIL portfolio is as exciting as her game.
Serena Sundell’s NIL earnings are impressive for any college athlete, but particularly for a women’s basketball guard. Her NIL value as of 2025 stands at over $200,000, with substantial amounts of earnings coming from her contracts with various high-profile brands.
One notable contract that has put her on the map—and in her bank account—has been with Buffalo Wild Wings, a well-known restaurant chain with a reputation for being associated with sports culture. The agreement was just in time when Sundell’s game had dominated the national news, the ideal brand ambassador. Buffalo Wild Wings is not the only major brand to ally with Sundell.
She has also entered into agreements with companies such as WTC Fiber, Booth Creek Wagyu, and Lewis Automotive Group. These partnerships illustrate that Sundell’s appeal is not limited to basketball enthusiasts; she is capable of appealing to a broad base of consumers ranging from tech nerds to foodies and auto shoppers.
Indeed, Sundell’s ability to collaborate with national and local brands has made her a prominent figure in Kansas State’s NIL program. Whereas Sundell has NIL deals with some limitations, such as product promotions or performance bonuses on the latter, she has built herself into as desirable a commodity as possible.
She posts frequently about her partnerships on social media in a manner that comes naturally to her followers. This approach has rendered her among the most marketable college athletes, particularly in women’s basketball, whose student-athletes’ exposure has blown up because of the NIL opportunities.
Sundell’s alliance with Wildcat NIL, a collective that represents Kansas State athletes, further cements her status as a leader both on and off the court. She’s not only a representative of the Kansas State basketball program but also a representative of the entire university, raising the profile of K-State athletics.
Serena Sundell’s Net Worth
When estimating the overall net worth of Serena Sundell, it is evident that her NIL income represents only one portion of her overall financial success.
As an exceptional student-athlete, Sundell is additionally receiving a full scholarship at Kansas State University to pay for tuition, books, and living expenses. While the exact value of money included in her scholarship is not made public, full-ride scholarships to premier NCAA schools like Kansas State can be worth tens of thousands of dollars per year.
But it’s Sundell’s NIL earnings that truly set her apart. Where her value of her NIL deals has waxed and waned along with her play, her steady roster of brand relationships has helped her build herself financially. And with her Buffalo Wild Wings deal, local deals, and stable social media presence, Sundell has built herself quite a financial resume for a student-athlete.
As a senior business management major at Kansas State, Sundell’s coursework has also been getting her ready for post-graduation life. She’s not just getting herself ready to be a pro basketball player someday but a savvy businesswoman as well. It will likely be very useful to both her eventual pro basketball career and whatever business ventures she may pursue after graduation, her NIL deals, and the education she’s gaining.
Serena Sundell’s NIL deals are valuable because they access several profitable markets. First, as a top player in women’s college basketball, Sundell already has a high level of visibility, and her deals capitalize on this to reach her fanbase.
Second, her association with Kansas State University provides her with a special edge in the local market. She’s not only a national sports figure; she’s also well integrated into her community. This is what makes her all the more marketable to companies who wish to reach Kansas residents or college basketball enthusiasts.
Further, Sundell’s own personal brand—established through hard work, leadership, and authenticity—is the perfect kind of spokesperson that companies seeking to reach a large audience would look for. Her down-to-earth personality and humility attract all generations, thereby making her a valuable asset to brands that wish to acquire an emotional connection with consumers.
Finally, her diverse portfolio of NIL contracts proves that she has the ability to balance multiple types of deals, from long-term partnerships to one-time promotional deals. This type of flexibility is essential in building a long-term and profitable brand. Serena Sundell is not just a basketball player—she’s a marketable legend with staying power.
KEEP READING: Deja Kelly NIL: How Much Are Oregon Ducks Point Guard’s NIL Deals Worth?
With an estimated NIL worth more than $200,000, Sundell is demonstrating that success beyond the court can accompany her athletic success. She’s paving the way for generations of athletes to come, demonstrating that you can be a successful student-athlete and a savvy businesswoman. For Sundell, the future is extremely bright—both on and off the court.
College Sports Network has you covered with the latest news, analysis, insights, and trending stories in football, men’s basketball, women’s basketball, and baseball!
