Madison Reed’s founder and CEO, Amy Errett, has always been passionate about sports, which taught her valuable life lessons. While her athletic career didn’t go beyond recreational levels, Errett’s competitive spirit never faded. She channeled this energy into her career, first in finance and later as an entrepreneur. As a UConn alumna, Errett founded Madison Reed to revolutionize the hair industry by making hair coloring safer and more accessible.
When Madison Reed decided to venture into the world of name, image, and likeness (NIL) deals, Errett knew she wanted to support female athletes and give back to her alma mater. “Sports instill discipline, similar to running a business,” Errett explained in a recent interview. “The UConn women’s team is iconic, and NIL deals for women should be just as significant.”
Earlier this month, Madison Reed announced a partnership with UConn Athletics. This partnership includes naming rights for the courts at Gampel Pavilion and XL Center and provides NIL opportunities for athletes, starting with the UConn women’s basketball team. Madison Reed is the first female-founded and UConn graduate-founded brand to secure court naming rights at the university.
Errett emphasized the importance of aligning with the right partners and student-athletes, saying, “This is a pivotal time in women’s sports, and we’re thrilled to be involved.” The partnership, managed through Learfield, will last three years and includes signage at both arenas, sponsorship of athletic events, and individual NIL deals with four women’s basketball players.
Madison Reed’s NIL deals go beyond traditional agreements. The company has signed two-year contracts with Paige Bueckers, Azzi Fudd, Ice Brady, and Morgan Cheli, members of the UConn women’s basketball team. These athletes recently participated in a photo shoot to promote Madison Reed’s new ColorWonder Demi-Permanent Hair Color products, with each athlete coloring their hair and posing together at Gampel Pavilion.
Bueckers expressed her excitement about the partnership, saying, “Madison Reed’s values align with mine, and I’m proud to work with a company that promotes creativity and self-expression.” Fudd echoed these sentiments, noting that confidence is key to her success, and Madison Reed’s products help her express her personality.
Errett was intentional about including athletes at different stages of their careers, not just the more established Bueckers and Fudd. Cheli is starting her freshman year, and Brady will be a redshirt sophomore next season. This approach aligns with Errett’s commitment to mentoring athletes and supporting their long-term success, both on and off the court.
The NIL deals with Madison Reed also offer more than just financial compensation. The athletes receive mentorship, internship opportunities, class credits, and equity in the company, along with potential future involvement in Madison Reed’s franchise opportunities. Errett’s goal is to align the athletes’ success with the company’s growth, creating a mutually beneficial relationship.
The previous holder of UConn’s court naming rights was Nissan, but now Madison Reed’s logo will be prominently displayed during games, offering significant visibility during nationally broadcast events. Errett sees this as an opportunity to promote inclusivity, allowing everyone to bring their authentic selves to both sports and work.
Madison Reed’s partnership with UConn sets a new standard for how brands can engage with NIL deals. “This is about more than just marketing; it’s about a mission,” Errett concluded. “We’re creating something meaningful here.”
