Women’s college basketball has changed dramatically in the NIL era, but for UConn star Aaliyah Edwards, sponsorships remain a challenge given United States legal restrictions for foreign-born players.

While it’s no secret that UConn women’s basketball star Aaliyah Edwards signed a sponsorship deal with adidas Canada this month, she’s not allowed to talk about it under United States law.

Edwards, born in Canada, is on a student visa in the U.S., which means she can’t promote endorsements while on American soil, according to the Associated Press. During a news conference in Connecticut this week, for example, she didn’t say anything about adidas.

However, she was able to release a joint-statement with adidas from the company’s Toronto office.

“I couldn’t be more excited to join the adidas basketball family,” Edwards said of the NIL deal, believed to be the first for a Canadian student-athlete since name, image and likeness sponsorships were allowed by the NCAA.

She added: “Through our shared values of elevating women in sport and hosting community initiatives to improve access to sport, this partnership will have a profound impact not only on myself, but also other young athletes just like me.”

Adidas has not specified what its partnership with Edwards will entail or how much money she will receive. Fellow college basketball players with deals involving apparel producers, such as Stanford star Cameron Brink and New Balance, promote brands by wearing their products in social media posts and traditional commercials.

Given U.S. legal restrictions, it’s unclear whether Edwards is permitted to post anything to her own social media accounts. Regardless, adidas Canada can place her in ad campaigns in her home nation without issue.

Aaliyah Edwards hasn’t announced whether she will replicate Paige Bueckers’ decision to stay at UConn through 2024-25. ( Image: Getty Images)

The forward has been a key part of UConn’s 2023-24 season, averaging career-highs in points (18.2) and rebounds (9.5) per game. With the Huskies depleted by injuries, head coach Geno Auriemma has leaned heavily on Edwards and co-star Paige Bueckers to carry their offense.

“Those two guys are the backbone of our team,” Auriemma told CBS Sports Network after a Feb. 25 victory. “So, as long as those guys are going well then we’re good, too.”

WNBA analysts view Edwards as a player with professional potential. She can enter the 2024 draft but also has the option to remain at UConn for another season.