Paige Bueckers is already making a massive impact for the Dallas Wings, and it is not just because of what she is doing on the court. The rookie star has quickly become one of the biggest draws in the league, and that growing buzz has now helped the Wings land a major commercial deal.
While Bueckers has been putting up strong numbers this season, her real value might be even bigger off the floor, where her popularity is already changing the direction of the franchise.
Sports Business Journal confirmed on X a new sponsor for the Dallas Wings saying, “The @DallasWings just landed their biggest sponsorship deal ever. CVS is the new marquee jersey patch sponsor, in a multiyear deal brokered entirely in-house by CEO Greg Bibb.”
The Paige Bueckers Effect
Dallas Wings are seeing the Paige Bueckers effect in a huge way. The franchise has agreed to a major new sponsorship deal with CVS, which team executives say is the richest annual commercial agreement in team history.
The partnership will put the CVS logo on the front of Dallas jerseys and around the floor at College Park Center, but the impact goes far beyond branding. CVS will also be involved with the team’s youth basketball programs, camps, and clinics, helping the Wings expand their presence across the community.
Jerome Miron-Imagn Images
Since bringing in Bueckers and pairing her with Arike Ogunbowale, almost every business number for the franchise has exploded. Ticket revenue jumped by 154 percent, while average ticket prices rose by 79 percent. National TV broadcasts featuring Dallas averaged 1.2 million viewers, up 41 percent from the previous year.
Locally, the team’s television reach grew to 6.3 million homes across Texas, and local viewership surged by an incredible 411 percent. The Wings also sold out their first games ever at the American Airlines Center and are already planning to play three more there in 2026.
For Dallas, Bueckers has not just looked like a franchise player on the court. She is already proving to be a game-changer off it too.
