“The athletes aren’t just working on their game. They’re working on their brands.” Sue Bird had shared her thoughts on the rapidly changing landscape of college sports since the NCAA lifted its NIL ban in 2021. And there is no denying how the new rules have opened doors for young athletes to earn money and build their personal brands from an early age. But it’s not just Bird who is in awe of these rules. Another retired WNBA legend, Candace Parker, seems equally supportive of them as suggested by her appreciation for one of the rising football star’s entrepreneurial success.

This week, the former Los Angeles Sparks veteran sat down with Bloomberg Originals for an insightful discussion on her post-retirement influence on the game and her perspective on the current sports landscape. NCAA’s NIL rules one among them. These rules, which now allow athletes to profit off their personal brand, were not in place during Parker’s college years.

But rather than expressing regret, she chose to highlight the success of rising NFL star Caleb Williams, who has made a name for himself not just on the field but as an entrepreneur.

“I think that this is an exciting landscape because really athletes are brands. And to be able to see individuals like Caleb Williams that are actually capitalizing on opening up private equity firms and, you know, fresh out of college, investing in, acquiring equity in something at a young age. I think that that’s where you really see generational, not just wealth but change,” stated Parker via Bloomberg Originals.

Caleb Williams, the highly anticipated rookie, has officially joined the NFL, signing with the Chicago Bears. His entry into the league has generated tremendous buzz, thanks to an impressive two-year stint with the USC Trojans, where he established himself as one of the top quarterbacks in college football.

Before turning pro, the 22-year-old saw an NIL valuation of $2.7 million. He ranked second in college football rankings with that. But what really stands out for Parker or anyone is the continuation of this brand building that Williams carried post college.

His fully guaranteed four-year contract with the Bears, valued at a remarkable $39.5 million, took longer than usual to come to terms, because the young talent wanted to get paid through an LLC instead of as a direct Bears employee. “He’s looking at his brand as a business. He’s no longer thinking of himself as an employee,” Rick Hammell, founder and CEO of Helios had noted. Then a month before the contract was negotiated, he launched his own investment firm, 888 Midas, focusing on private equity, venture capital, and real estate deals.

This off-field savvy is exactly why Candace Parker couldn’t hold back her admiration for the NFL rookie’s business moves. As the conversation circled back to NIL’s game-changing impact, Parker was quick to give credit where it was due.

“And so for so long, I think we’ve idolized, you know, rock stars, movie stars, all that now it’s, it’s athletes. It’s athletes with some of the biggest following on Instagram. And so, I think it has a lot to do with why the NCAA knew that they had to allow NIL inside,” the retired 2x MVP said.

While NIL wasn’t around in Parker’s college days, anyone assuming she hasn’t carved out a strong off-court presence would be mistaken. In fact, Parker made her own groundbreaking strides in the business world right as she stepped into the pros over a decade ago, building a legacy beyond the game from day one.

Candace Parker off-court success: The brand herself

“I think it was dreaming without limitations of what I can be. And that’s how I grew up in my household,” Parker had stated of her strong personality she had carved since her childhood. Always driven to push boundaries, Parker made her WNBA debut with a historic statement, securing both MVP and Rookie of the Year honors in her first season—a feat that remains unmatched to this day. Well, it was not just his on-court excellence that made waves, rather the same translated in her off-court achievements.

Back in 2008, Parker signed a landmark deal with Adidas to launch her own signature sneaker—the Adidas Ace Commander. But this wasn’t just any endorsement; Parker became the first female basketball player to secure a signature shoe with Adidas. This groundbreaking partnership evolved over the years, turning into a 16-year alliance that continues today, with Parker now serving as the brand’s president for women’s basketball. But this wasn’t all.

In 2018, she joined the NBA on TNT as an analyst, sharing her insights and expertise with a national audience. Just a year later, Parker doubled down on her commitment to broadcasting, signing a multiyear extension — highlighting her ability to balance a playing career with a growing presence in sports media. In fact, when Parker announced her retirement, she made it clear that she wasn’t stepping away from the game just to relax.

“Know IM A BUSINESS, man, not a businessman. This is the beginning … I’m attacking business, private equity, ownership (I will own both a NBA & WNBA team), broadcasting, production, boardrooms, beach volleyball, dominoes (sorry babe it’s going to get more real) with the same intensity & focus I did basketball,” Parker had mentioned.

So it’s clear why Parker is so captivated by the possibilities NIL offers for athletes to build their own brands. Caleb Williams serves as just one of the standout examples she points to, showcasing how today’s players can seize opportunities that weren’t available to earlier generations.