UCLA freshman Sienna Betts signs NIL endorsement deal with New Balance

BOSTON — In late August, Sienna Betts — the No. 2-ranked basketball player of the 2025 high school class — took a red-eye flight from the West Coast to Boston for the first high school basketball camp hosted by New Balance.

Betts will soon begin her freshman college season, joining her older sister, Lauren, at UCLA. She didn’t travel to play in the camp, but instead made a appearance at the footwear company’s headquarters, where final preparations were made for a big announcement she’s kept close to the vest while anxiously awaiting.

Today, the news arrived, with Betts officially joining New Balance on a multiyear footwear and apparel NIL (name, image and likeness) endorsement deal, as part of the global footwear company’s continued push in basketball after re-emerging in the sport in 2018. The brand also announced the signings of 17-year-old girls’ basketball class of 2027 star Haylen Ayers and 18-year-old Jordan Smith Jr., the No. 2-ranked overall player in the boys’ 2026 class.

“I have been so excited for the announcement,” Betts told Andscape in late August. “It was supposed to happen this week, and I texted my agent like, ‘What’s going on?’ Because I am so ready and excited to finally make it official and share with everyone. I’m just so honored to be a New Balance athlete.”

Betts — a Spanish-born, 6-foot-4 forward who was named the 2025 Morgan Wooten National Player of the Year — is the latest women’s basketball player to sign with New Balance, joining WNBA star Cameron Brink and University of Texas freshman Aaliyah Crump, the No. 5-ranked player in the 2025 class. In 2023, New Balance signed Brink to an NIL deal as the brand’s first women’s basketball player. Crump signed a deal with Klutch Athletics, a brand subdivision led by sports agent Rich Paul.

“When you look at Sienna joining her sister, Lauren, at UCLA, we’re looking at it as, yeah, she’s a great basketball player, but she’s a great individual from a great family,” Desron Dorset, New Balance’s head of basketball marketing, told Andscape. “We recently shot with Sienna for an upcoming campaign, and she’s simply the best on camera and off.

“I think while she’s in L.A., a key market for the brand, we’ll have opportunities to build her story. Because she’s an individual who I don’t know if she’ll be a better basketball player than she is a person. But she’s just as good of a basketball player as she is a person. And we think she’s going to be one of the next great stories in women’s basketball. We’re excited to see that happen.”

Ahead of the announcement, Betts sat down with Andscape for her first official interview as a New Balance athlete.

Our conversation has been lightly edited and condensed.

How did this opportunity come about to sign an NIL deal with New Balance?

It was around March when my agent first mentioned New Balance to me. I immediately texted my family group chat about the brand being interested. It was obviously exciting — because it’s New Balance, not some regular brand. It was a big honor to even be considered by New Balance.

Was it a goal of yours to sign a footwear endorsement deal?

Signing a footwear endorsement was always a dream of mine. I’m so grateful to be joining this aspect of NIL with a sneaker deal. I’m in such a great era to be able to do so, compared to college athletes 10 years ago. It’s always been a dream to join a brand like New Balance.

What were some of the early conversations like? What stood out to you about New Balance?

I just felt like New Balance was a very family-oriented brand. I could also tell that the people at the brand liked me for my authentic self. They aren’t trying to change my style, my background, or how I am on the court. They seem to like who I am and want me to keep being myself while incorporating me into the New Balance family. So, I appreciated the genuine aspect of New Balance. I don’t have to fake who I am to fit in with the brand or any of its athletes. It’s very special to feel like a brand likes you for who you actually are.

How would you describe the experience of your first time visiting New Balance’s headquarters?

I found that a lot of New Balance’s products are similar to my style and how I like to dress. I call it sporty, kinda chic. So, I feel like that’s the vibe at New Balance, from the clothes to the shoes — sporty chic. I just thought it was an amazing experience being here. I love Boston, and all the people were just so friendly. They seemed excited to have me here, and it was awesome to try out all the new stuff that’s coming out in the next year. The New Balance product is fitting for my size, too.

You mentioned the “family” culture of New Balance, which all of the brand’s athletes always seem to mention. Is there a specific moment you’ve experienced that embodies that culture?

Honestly, I’m just thinking of my brother [15-year-old, 7-foot-2 center Dylan Betts, who starred in the camp] downstairs, and just being able to play and mess around with him at the New Balance facility. My mom’s here, as well. I feel very comfortable, and I can tell Dylan feels very comfortable with all the people here at New Balance. When I consider a family culture, I think of everyone just feeling safe, and it just feels like everyone is themselves — from all the New Balance athletes to the people who work for the brand. A family culture is nice to see in a basketball world, where sometimes social media can lead to people not being very authentic.

I’m sure you’ve been to a lot of brand camps. What makes this one stand out as the first New Balance high school basketball camp?

No one here at the New Balance camp feels timid. At a lot of camps, it can be very terrifying because, of course, you want to make a good impression. It doesn’t feel like there’s as much pressure here. Everyone feels comfortable just showcasing their talent and playing like themselves. It doesn’t feel like there’s any real high expectation to live up to, which is important because they’re all probably very scared inside. It might not look like it, but it’s stressful. Not long ago, I was doing the exact same thing.

What would you say the temperature is surrounding New Balance amongst your generation? And when did New Balance first pop onto your radar as a basketball brand?

It probably wasn’t until New Balance first expressed interest in me joining the brand. I feel like New Balance is still growing in basketball, and ever since I was first introduced to the brand it’s gotten bigger and better. I just always thought of New Balance as a running or track brand.

New Balance has made a significant investment in women’s basketball. What does it mean to join Cameron Brink and Aaliyah Crump on the roster?

Aaliyah is one of my good friends through basketball. I’ve known her for years now. I saw her online and was asking her about New Balance. Now, I have friends who have signed with a bunch of different sneaker companies. Which is insane. Aaliyah always had good things to say about New Balance and how nice the people were to her. It was just about New Balance having good people and good vibes, which made me excited for her, but also, honestly, jealous of the opportunities she was given through New Balance. I was like, ‘That looks so amazing,’ and now I’m excited to be part of all these opportunities with New Balance.

Have you started telling people about your New Balance deal?

Since my deal isn’t public yet, I haven’t been able to tell anyone officially. Everyone is always curious because I’m wearing New Balance shoes all the time now. People are like, ‘Nice shoes.’ Some have asked specifically if I have a deal and why I’ve been going to Boston. People seem really excited for me, but I haven’t been bragging about it much because I don’t want it to feel like I’m actually bragging. But joining New Balance is something to brag about.

What were those first photoshoot experiences like?

They were really nice and comfortable. I loved the people and the set. I liked the whole vibe of showing how they want the photos to go with the inspiration on the side. It felt like my kind of vibe and what I could do naturally. I didn’t really need to fake how I am. I feel like I can be my authentic self, even when posing for photos. I was just at a shoot in L.A. It was Aaliyah, Cameron and me. Everyone was just super friendly, like, ‘Just go out there and be your natural self.’ I loved how it turned out.

How cool is it to be a part of a group of women’s hoopers with Cameron and Aaliyah?

It’s a very exclusive group. It makes me feel elite to be featured with these two other amazing women’s athletes.

Do you find value in going against the grain with New Balance, which has a noticeably different approach in basketball than some other brands?

It’s exciting to be a part of something that’s continuing to grow, both in basketball and in footwear. I feel like I’m joining New Balance at such a great time. And I’m excited, because New Balance is just very different from other brands in the sense of being so family-oriented and feeling unique.

What does it mean to you to be officially announced as a New Balance athlete?

Joining New Balance really means a lot to me. I’ve worked incredibly hard as a person and a player to reach a point where I could even be considered for an opportunity like this. But this isn’t only reflective of my growth and who I am as a basketball player. It’s also about my people, how amazing they are and how great of an impact they’ve had on me. My family is the reason why I’m here and able to get this opportunity. So, I’m excited for the people back home to see how they helped me get here.

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