When Paige Bueckers joined the Dallas Wings in 2025, she was dubbed the “hottest thing in Dallas.” Now, one year later, the 24-year-old is proving everyone right. The Wings guard didn’t just transcend her performance seamlessly on the hardwood for the team, but also brought an entourage of fandom that the franchise would reap for years to come. And courtesy of it, the Wings have been able to lock another major sponsorship deal.
According to reports, the Wings have recently put pen to paper with CVS Pharmacy in a three-year marquee jersey patch deal. While the financial terms of the deal aren’t public, it’s being called the most lucrative sponsorship deal for the Wings.
The @DallasWings just landed their biggest sponsorship deal ever.
CVS is the new marquee jersey patch sponsor, in a multiyear deal brokered entirely in-house by CEO Greg Bibb.
Since drafting Paige Bueckers: ticket revenue is up 154%, national viewership up 41%, local audience… pic.twitter.com/hUpHAu6S5E
— Sports Business Journal (@SBJ) April 8, 2026
As part of the deal, the Wings jersey will bear the CVS logo in the forefront. On the other hand, the Wings’ home court, the College Park Center, will feature the logo and serve as the presenting partner of the franchise’s youth teams. As a brand, CVS has a strong presence across the states, with more than 800 outlets, and has worked tirelessly to grow the Dallas market and support the well-being of people across the state.
These objectives of CVS are what attracted the Wings to the brand and culminated in a successful collaboration for the upcoming three years. “What makes this sponsorship particularly unique and valuable to the Dallas Wings is the shared values and priorities between CVS and the Wings,” Bibb said. “CVS was clear in their missions of supporting local communities, expanding access to health care with an emphasis on women’s health and mental health, and engaging with our players to be a force for good.”
“These all resonate with our priorities as an organization. I am confident our players will be proud to wear the CVS logo on their Dallas Wings uniform,” Bibb added further.
While the Wings struck a jackpot with this three-year sponsorship deal, their franchise player, Paige Bueckers, is amplifying her own impact in Dallas. According to a recent report, the franchise’s viewership and financial performance have skyrocketed since Bueckers set foot in Arlington last season. The reports suggest that Bueckers’ impact has led to 154% growth in ticket revenue and 41% growth in national viewership.
Additionally, the Wings’ guard’s fandom has also gotten local viewership up by 411%. These aren’t just mere numbers for a franchise. It’s a kind of indication from Bueckers that Caitlin Clark might be the major driving force behind the league, but she ain’t trailing behind in this domain.
Paige Bueckers and the Dallas Wings Find Major Silver Lining Amid Free Agency Window
The 2025 WNBA season has been an utterly forgettable one for the Dallas Wings and their fans. While most would reflect on Paige Bueckers‘ Rookie of the Year award-winning campaign, the truth is the team didn’t just turn up in the season, finishing 7th and failing to qualify for the playoffs for the second consecutive year.
As a result, the Wings, of course, had to make some roster moves. The good news for them is that Bueckers is under contract with them till the 2028 season. Aziaha James will also return and provide that much-needed stability with Bueckers. The major concern for them is that their second scoring leader, Arike Ogunbowale, is an unrestricted free agent.
The Wings, of course, would want to keep Ogunbowale at their helm, given her experience and prowess as a scorer. And as free agency has unfolded, they have done exactly that, sending a core qualifying offer to the 29-year-old guard. As the definition states, a qualifying offer is for a one-year contract with a supermax salary, and since the Wings have cored Ogunbowale, the team also retains exclusive negotiating rights.
There haven’t been any reports yet of Ogunbowale accepting the Wings’ offer, but the association with her seems to be trending in a positive direction. Another major positive for Paige Bueckers and the Dallas Wings in this free agency is that two more crucial players have accepted the reserved qualifying offers from the team- Li Yueru and Grace Berger.
Both Yueru and Berger have been crucial off-the-bench players for the team, providing depth behind the regular starters, like Bueckers and Ogunbowale. All in all, the Wings front office is consistently making moves to at least raise the ceiling of the roster and retain a substantial part of their group. Meanwhile, the Wings will also have the opportunity to further strengthen the team with the No. 1 draft pick at their disposal.
Several top players, including National Champions Lauren Betts, UConn star Azzi Fudd, and Spanish sensation Awa Fam, will be entering the draft in the coming weeks. Thus, it will be interesting to see who the Wings choose to further strengthen the team around Bueckers, and subsequently return to consistently winning on the road, while making headlines with historic sponsorships and blooming revenue stats.
