What is StudBudz?

Recent WNBA headlines are not focused on referee disputes, exciting buzzer-beaters, or honorable rookie statistics. Currently, the spotlight is on the StudBudz, featuring the pink-haired Minnesota Lynx stars Courtney Williams and Natisha Hiedeman. Together, they have launched a Twitch-based livestream that highlights unfiltered off-court moments, personal stories, and allows for fans to interact with the stars in real time. Their Twitch bio, stating "just two Stud Budz who hoop and live our best life," wraps up what this stream is about.

What began as a lighthearted stream filled with laughs, behind-the-scenes exposure, guest WNBA player appearances, and an inside look at the day-in-the-life of professional athletes has evolved into something more. The StudBudz have created a platform for athletes to build their brand, redefine what player-driven media looks like for professional sports, and have given the WNBA a brand-new buzz in a way never seen before. With over 70,000 followers, the StudBudz frequently stream after practices and games, providing unfiltered content for fans to enjoy.

The All-Star 72-hour Stream

The StudBudz have created a way for fans to engage with their favorite players in a way that typical new outlets or interviews cannot provide. This was apparent during the 2025 WNBA All-Star Weekend. The two WNBA stars committed to a 72-hour live stream to allow fans to see all of the ins and outs of a WNBA All-Star Weekend, such as the orange carpet, the major events, and a courtside view of the game. During this, fans were able to witness their favorite players, coaches, and even the WNBA Commissioner enjoy their weekend that showed their true selves, while these moments typically are not seen within the media.

StudBudz is widely supported by their WNBA counterparts, as seen during the All-Star Weekend by the two team captains. Caitlin Clark, captain for Team Clark, was unable to attend the orange carpet but mentioned that she watched StudBudz and even mentioned her excitement about the event before the weekend. Napheesa Collier, captain for Team Collier, expressed that rather than prep her team for the game, they were prepping to be on StudBudz.

“Pay Us What You Owe Us”: Streaming, Salaries, and Speaking Out

StudBudz represents a shift in how athletes manage their brands and careers, especially in a league where financial compensation for players remains a challenge. Despite the rapid growth and popularity of the WNBA in the last couple of years, player salaries are still notably low. This has led many players seeking alternative ways to support themselves financially.

During the 2025 All-Star Weekend, a Collective Bargaining Agreement meeting occurred, which ended with player frustration. A central focus of this frustration was on the lack of a fair percentage of the league’s shared revenue. Players only receive roughly 9.3% of league revenue, placing these players far behind other professional athletes such as those in the NFL and NHL. This disgruntled ending of the meeting led to players wearing “Pay Us What You Owe Us” shirts during the All-Star game warm-up, sending a clear message on one of the brightest WNBA stages. In this context, platforms like StudBudz are not just a way to entertain fans; they are essential tools for players such as Williams and Hiedeman to take control of their financial future and earn revenue through creative ways outside of their player salaries and raise awareness of the lack of compensation from the league.

A Legal Perspective

From a legal viewpoint, the rise of platforms like StudBudz shows potential legal issues and opportunities around media and content rights for professional athletes. Unlike traditional broadcast deals, player-driven streams operate in a decentralized area that is often outside the scope of existing league media agreements. This creates room for athletes to be innovative but also highlights a loophole that is hidden from the legalities of these media rights.

StudBudz operates alongside WNBA media efforts rather than competing with them, where the two stars discuss events as they have happened and give real-time player inputs. Legal frameworks around NIL, digital content, and player marketing are attempting to adapt to regulate these new trends of content. As more athletes engage in content creation, leagues may need to update policies to clarify boundaries for athletes, protect intellectual property, and create environments where player-driven media can be successful without legal conflicts and punishments.

Looking Ahead: The Future of Athlete-Driven Media in the WNBA and Beyond

StudBudz shows a unique future of sports media where athletes can show the world different sides to leagues and professional athletes. For the WNBA, platforms similar to StudBudz could be beneficial in expanding fanbases, increasing sponsorship opportunities, and deepening fan loyalty through a new form of engagement. With this stream being a complementary source of media, the WNBA could embrace this media to boost its growth.

Looking forward, we can expect more players to continue to engage in social media like Twitch or TikTok to share their stories and life updates rather than in a more scripted manner in typical news sources. StudBudz challenges traditional media and invites leagues to rethink their role and possibilities for fan engagement. As the legal issues surrounding this new form of fan engagement evolve, the relationship between athlete empowerment, fan connection, and league growth will be critical in defining the next chapter for professional sports leagues.

Katherine Vescio is a 2L at University of Gonzaga School of Law. She can be found on LinkedIn.