In a move that merges elite collegiate athletic performance with the ever-expanding world of Name, Image, and Likeness (NIL) opportunities, Notre Dame senior guard Sonia Citron has made a headline-grabbing announcement regarding her NIL future. The two-way star and cornerstone of the Fighting Irish women’s basketball team revealed on social media and through a university press release that she has signed a groundbreaking NIL partnership with lifestyle and sports apparel brand Lululemon, becoming one of the first women’s basketball players in the nation to be elevated to the brand’s “Next Wave Athlete” campaign for 2025.
The announcement comes as Citron prepares for her final collegiate season—a campaign full of anticipation and ambition not only for personal accolades but also for a national championship run. The NIL deal is poised to elevate both her personal brand and the visibility of Notre Dame women’s basketball, already one of the most respected programs in the nation.
A Star’s Journey to the NIL Spotlight
Sonia Citron’s ascent to NIL prominence is not surprising to those who have followed her trajectory. The 6-foot-1 guard from Scarsdale, New York, entered Notre Dame as a top-20 recruit and the 2021 New York Gatorade Player of the Year. She quickly asserted herself as a vital component of the program, known for her relentless defense, rebounding, and high basketball IQ. Her freshman year ended with ACC All-Freshman honors, and her development since then has been consistent and impressive.
Now entering her senior season, Citron has compiled a résumé that includes:
- Over 1,200 career points
- Two-time All-ACC selection
- ACC All-Defensive Team honors
- Multiple academic accolades
With each year, she has grown not just as a player but as a face of the program. Head coach Niele Ivey has routinely praised Citron’s leadership qualities, describing her as “the heartbeat of our team—someone who leads by example in everything she does.”
This leadership has now expanded beyond the hardwood, as Citron becomes a powerful example of how female student-athletes can command major sponsorships and manage their personal brands effectively.
The Lululemon Deal: More Than Just Apparel
Citron’s NIL partnership with Lululemon is about more than clothes. According to the brand’s press release, Citron will be a central figure in their “Next Wave Athlete” campaign, a project designed to highlight trailblazing athletes who embody wellness, strength, and authenticity. The campaign spans digital platforms, in-store branding, and original content features across YouTube and Instagram.
What makes this NIL deal especially impactful is the alignment of values. Citron, known for her consistency in academics, commitment to service, and devotion to team culture, fits the brand’s ethos of mindfulness and performance.
“This partnership with Lululemon represents everything I stand for as an athlete and a person,” said Citron. “It’s about mental wellness, physical strength, and being authentic. I’m honored to be the first women’s basketball player featured in this way, and I’m excited to share this journey with my Notre Dame family and beyond.”
As part of the agreement:
- Citron will collaborate with Lululemon on custom gear tailored to athletes in women’s basketball.
- She will appear in a six-episode mini-documentary series following her final collegiate season.
- A portion of proceeds from Citron’s branded merchandise will support She’s The First, a nonprofit promoting education for girls worldwide.
Niele Ivey Reacts: “A Defining Moment for Women’s Hoops”
Notre Dame head coach Niele Ivey has never shied away from encouraging her players to explore NIL opportunities, especially those that enhance their futures without compromising team culture. Citron’s deal, Ivey said, is a model for how NIL can elevate women’s basketball in constructive, brand-positive ways.
“I’m proud of Sonia not only for the deal itself but for the way she’s handled the process,” said Ivey. “She’s a role model on and off the court. This is a defining moment, not just for our program, but for women’s sports. When you see players like Sonia landing partnerships that reflect who they are—it changes the conversation.”
Ivey’s praise reflects a broader shift in college athletics. While NIL has often been associated with flashy cars or quick cash grabs, Citron’s approach emphasizes purpose, longevity, and authenticity.
A Strategic Move in the Bigger NIL Landscape
Citron’s deal arrives during a period of intensified NIL activity, especially in women’s sports. Athletes such as LSU’s Flau’jae Johnson, Iowa’s Caitlin Clark, and UConn’s Paige Bueckers have all secured major NIL opportunities that capitalize on their platforms. Citron’s addition to this elite group reaffirms Notre Dame as a hub for developing marketable athletes.
Industry analysts estimate Citron’s NIL deal to be valued in the low six-figure range, inclusive of performance bonuses, revenue-sharing clauses, and promotional activations. While this doesn’t touch the million-dollar deals seen in men’s football or basketball, it marks a significant stride in women’s sports monetization.
Marketing executive Danielle Freeman of AthletesUnited NIL Consulting noted, “Sonia Citron checks all the boxes for an elite NIL ambassador. She’s articulate, well-rounded, and competes at the highest level of collegiate basketball. Her selection by a brand like Lululemon signals the industry is maturing—moving toward sustainability and storytelling.”
Impact on the Notre Dame Brand and Locker Room Culture
One of the critical questions surrounding NIL has always been team dynamics. Does individual sponsorship create tension within programs?
By all accounts, Citron’s teammates were nothing but supportive. Rising sophomore Hannah Hidalgo reposted Citron’s NIL announcement with the caption, “She deserves it all #QueenBehavior.” Hidalgo, herself a rapidly emerging star and NIL candidate, exemplifies the camaraderie and mutual empowerment within the Notre Dame locker room.
Citron’s deal could also serve as a recruiting tool for Ivey and her staff. With high school prospects and transfers increasingly looking at NIL as a factor in their decisions, Notre Dame can now showcase a case study in how a student-athlete can build a brand while receiving a world-class education and competing for championships.
What’s Next for Citron and the Fighting Irish?
With the NIL deal now public, Citron and her teammates turn their focus to the upcoming 2025 season. Expectations are high, as Notre Dame returns key players like Hidalgo, Maddy Westbeld, and Cassandre Prosper, and welcomes in a highly regarded freshman class. The goal is clear: return to the Final Four and capture the program’s first national title since 2018.
Citron’s role in achieving that will be pivotal. Her ability to guard multiple positions, initiate offense, and make clutch plays defines her importance. But beyond the X’s and O’s, her maturity and leadership—now accentuated by her off-court achievements—will be a cornerstone of the team’s identity.
“I’m more motivated than ever,” Citron said in a post-announcement interview. “This is my last shot to win it all with this team. I want to leave everything on the court—and off it, I hope I’ve helped pave the way for the next generation of Irish greatness.