Kiki Rice Pioneers NIL Legacy with TurboTax at UCLA
UCLA Bruins point guard Kiki Rice is not just making waves on the basketball court; she is also pioneering a responsible approach to the Name, Image, and Likeness (NIL) era.
As one of the finalists for the 2025 Nancy Lieberman Award, Rice is celebrated for her on-court skills and her off-court savvy.
Her journey began in 2022, coinciding with the advent of NIL rights for student-athletes. Since then, Rice has leveraged her platform to build a lasting legacy, focusing on financial literacy and long-term career planning.
This blog post delves into her achievements, challenges, and the unique partnerships that have helped her navigate the complex landscape of NIL.
Building a Legacy in the NIL Era
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Kiki Rice has seamlessly integrated her athletic prowess with her business acumen.
Averaging a team-leading 4.4 assists per game and achieving over 100 assists for three consecutive seasons, Rice’s court vision extends into her NIL endeavors.
Her partnership with TurboTax exemplifies her commitment to simplifying the financial complexities that come with NIL deals.
Rice’s approach is not just about immediate financial gain but also about setting a foundation for her future career aspirations.
Entering college basketball at the same time NIL rights were granted to student-athletes, Rice faced a steep learning curve.
Many student-athletes find the additional responsibilities of managing interviews, financial planning, and brand partnerships overwhelming.
However, Rice sees these challenges as opportunities for growth.
“One of the biggest advantages of NIL is the array of opportunities that we have and the experiences and people that we get to meet,” she noted in her exclusive interview with NIL Daily On SI.
Rice’s ability to network and connect with influential figures has been instrumental in her success.
She acknowledges the importance of having a supportive team to help her navigate the NIL landscape.
“I have a great team around me that can connect me with people that I want to be in rooms with,” she said.
This network has enabled her to focus on both her athletic and business goals, ensuring a balanced approach to her college experience.
Financial Literacy and Long-Term Planning
One of the most significant aspects of Rice’s NIL journey is her emphasis on financial literacy.
Many college students do not start budgeting or paying taxes until after graduation, but Rice had to tackle these responsibilities from the outset.
“Most students my age are not paying taxes, and finances are something I’ve had to focus on daily since I entered college,” she explained.
Her partnership with TurboTax has been a game-changer, allowing her to focus on her athletic and academic commitments without the added stress of tax preparation.
Empowering Teammates and Building Relationships
Rice’s altruistic approach extends beyond her personal gains.
She has used her NIL partnerships to educate and support her teammates.
“One of the coolest things through my NIL partnerships is being able to not only educate myself but the people around me and my teammates,” she said.
This collaborative spirit is evident in her actions, such as gifting her Bruins teammates with her signature Air Jordan 38 Low “Cherry Blossom” shoes, a landmark deal as Jordan Brand’s first NIL athlete.
Her efforts to share the benefits of her TurboTax partnership also highlight her commitment to her team.
“To be able to rely on TurboTax and their experts to help file taxes, that’s something I can share with my teammates, and that’s important,” Rice emphasized.
This sense of community and inclusion is a cornerstone of her brand, setting her apart from other athletes who may focus solely on individual gains.
A Vision for the Future
Rice’s experiences in the NIL world are shaping her future aspirations.
As someone who aims to be a businesswoman after her basketball career, the skills and relationships she is building now will be invaluable.
“It’s networking; it’s being comfortable around people a lot older than you,” she said, reflecting on the intangible benefits of her NIL journey.
Her ability to navigate complex business environments and form meaningful connections is setting her up for long-term success.
Legislation and the Future of NIL
As multiple states introduce legislation aimed at eliminating income tax for student-athletes, Rice’s perspective on financial literacy stands out.
While some may see these legislative changes as a way to gain a recruiting edge, Rice focuses on the broader implications of financial education.
“Becoming more financially responsible and aware of a lot of things that come with being an adult” is a lesson she values deeply.
Conclusion
Kiki Rice is a standout point guard for the UCLA Bruins. She is a trailblazer in the NIL era. Her ability to balance athletic excellence with financial and business acumen sets her apart as a leader both on and off the court.
Through her partnerships, particularly with TurboTax, Rice has not only simplified her own life but also empowered her teammates and set a standard for future student-athletes. As she continues to build her legacy, Rice’s story serves as an inspiring example of what can be achieved with the right mindset and support network.
For more insights into Kiki Rice’s journey and her exclusive interview, visit Sports Illustrated’s NIL Daily On SI.