In a major score for athlete-driven marketing, WNBA stars Angel Reese and Paige Bueckers have officially traded their on-court rivalry for an off-court partnership, uniting as the faces of the new Reese’s Oreo Cup campaign. The landmark collaboration, which brings together two of the most popular faces in women’s basketball with two of America’s most recognizable confectionery brands, signals a powerful new era where women athletes are the ultimate market movers.

The joint venture, announced with a viral courtside appearance at Madison Square Garden this past Sunday, saw Reese, of the Chicago Sky, and Bueckers, of the Dallas Wings, appear in coordinated orange and blue outfits—the signature colors of the Reese’s and Oreo brands, respectively. For fans and marketers alike, the fusion is as potent as the sweet and salty mash-up product they endorse.

For Angel Reese, this deal is another crucial step in building an off-court empire that has captivated the culture. Since her LSU days, the Chicago native has maximized her name, image, and likeness (NIL) success, establishing the “Bayou Barbie” as a force far beyond the court. Her personal history with the Reese’s brand, which began with her own series of co-branded products in 2024, made her the perfect anchor for this expanded campaign. Reese embodies the magnetic personality and authentic celebrity that brands crave, proving that being unapologetically yourself is the quickest route to the bag.

This partnership is particularly significant because it blends Reese’s cultural influence with Bueckers’ crossover appeal. Bueckers entered the sweets sphere last year through a major partnership with Oreo. Bringing these two athletes together—two of the top recruits from the 2020 class who won national championships at their respective colleges—is a marketing dream for Hershey’s. It leverages their established individual brand success to launch a shared product that instantly garners national attention and social media buzz.

The timing of this collaboration, well into the WNBA offseason, highlights the rising commercial value of the league and its stars. Reese and Bueckers are part of the young guard transforming women’s basketball into a mainstream cultural commodity. Their ability to command lucrative deals outside of basketball, especially in a joint activation of this magnitude, forces corporate America to recognize the diverse and dynamic fan bases they command.

While both players continue to focus on elevating their game professionally, the Reese’s Oreo Cup collaboration is more than just a sweet treat. It's a statement about the power of Black women athletes like Reese who are reshaping the entrepreneurial landscape and setting new standards for professional athlete endorsements. This is not just a candy launch; it is confirmation that the future of star power in sports is female, flavorful and impossible to ignore.