Mon Mar 24 03:20:00 UTC 2025: ## UCLA’s Kiki Rice Eyes March Madness Glory Amidst Rising Star Power and Brand Deals
**Los Angeles, CA** – UCLA women’s basketball is entering the NCAA tournament as the No. 1 overall seed for the first time in program history, a testament to their 27-2 regular season record. Junior star Kiki Rice, featured in ESPN’s “Full Court Press” docuseries, remains grounded despite the team’s success and the increased attention surrounding women’s basketball.
“The reality is we lost two games the entire year, and that’s a pretty good record,” Rice stated. While the team secured the Big Ten tournament title after avenging losses to rival USC, Rice emphasizes the importance of consistent improvement and teamwork. UCLA aims to surpass their back-to-back Sweet Sixteen appearances and reach the Final Four, potentially facing USC again for ultimate bragging rights.
Rice’s success on the court has translated into numerous brand endorsements, including deals with Jordan Brand, Buick, Dove, and Neutrogena. She acknowledges the demands of balancing academics, athletics, and brand partnerships, but embraces the increased visibility and opportunities for women’s basketball. “This is what we deserve,” she said. “Let’s take advantage of it.”
The increased national attention is not just impacting UCLA; the NCAA is distributing approximately $15 million in prize money to women’s basketball programs based on tournament performance, a move towards gender equity. Meanwhile, the WNBA has announced a record number of nationally televised games for the 2025 season, reflecting the growing popularity of women’s professional basketball.
As the NCAA tournament begins, UCLA faces Southern University in the first round. While considered a favorite, Rice and her team remain focused on the task at hand: winning. The tournament presents a chance not just for glory but also to further elevate the profile of women’s basketball, a sport experiencing a period of unprecedented growth.
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