FAIRFIELD – Bigelow Tea has signed on to a Name, Image, and Likeness (NIL) partnership with CampusOne and players from the University of Connecticut women’s basketball team. The agreement marks Bigelow Tea’s commitment to supporting the next generation of tea drinkers, women in sports, and the wellness journey of elite collegiate athletes.
With this agreement, the 81-year-old, family-run company adds to its sports partnerships across New England and the Tri-State area.
“Partnering with these amazing young women who drink Bigelow Tea to help them feel their best in the classroom and on the court made this partnership a slam dunk,” said Bigelow President and CEO Cindi Bigelow.
This partnership builds on Bigelow Tea’s long-standing presence in the world of sports. From being the official hot tea of the Boston Red Sox to partnering with former New York Yankees manager Joe Torre as a brand ambassador, Bigelow has been a name connected to sporting events and teams for years.
“Partnering with these incredible young women is something that truly excites me and is a natural fit,” said Bigelow, a third-generation family member. “My family, whose home base is in Connecticut, has been making tea for over 80 years, guided by the values my grandmother, Ruth Campbell Bigelow, instilled when she founded this company.
The NIL partnership, which adheres to NCAA and state-specific regulations, features U.S.-based players from the 2025-26 Huskies roster.
The players, such as Ice Brady, Azzi Fudd and Morgan Cheli, appeared in social media content including YouTube videos Meet the Connecticut Women’s Basketball TEAm and This Connecticut Women’s Basketball Team Can SCORE with Bigelow Tea and in an ad on WABC 7 New York and WTNH 8 New Haven, reaching audiences across New York, New Jersey, and Connecticut. They will share their genuine love of Bigelow Tea and how they incorporate their favorite flavors into their daily wellness routines. Viewers will get an inside look at how the student-athletes prepare for tipoff and reset afterward, capturing the energy, focus, and team camaraderie that build throughout the season, all woven together through their shared love of a cup of Bigelow Tea.
“Student-athletes are always on the move – balancing classes, practice, workouts, film sessions, recovery, and games,” said CampusOne Co-Founder, Shane Kelley. “Maintaining consistent energy and focus is critical. Bigelow Tea supports digestion and provides smooth, steady energy without the jitters or crashes, helping athletes feel and perform their best both on and off the court.
“Being able to partner with the number one tea brand in America is an incredible opportunity. It has been a pleasure working with the team at Bigelow Tea and we look forward to seeing this partnership come to life.”
This collaboration represents several important firsts for Bigelow Tea:
- Bigelow Tea’s inaugural major collegiate athletics NIL partnership
- A pioneering wellness-focused NIL deal in women’s college basketball
- Bigelow Tea’s largest collegiate athletics partnership to date
