The WNBA stars whirlwind journey began a year ago when they launched their Twitch

The WNBA stars' whirlwind journey began a year ago, when they launched their Twitch channel in 2025. The duo, former teammates and close friends, took WNBA All-Star Weekend

For Courtney Williams and Natisha Hiedeman, the StudBudz' rapid rise to fame was a surprise, even to themselves. 'What started as a way to bring fans behind the scenes quickly became something more valuable, an audience brands wanted to reach,' Williams explained in an interview with The Thirteenth.

The StudBudz have since parlayed that growing audience into partnerships with over 20 global brands. Their chemistry and unfiltered personality have made them a viral sensation, attracting top brands like AT&T and Starbucks. 'Courtney and Natisha are unapologetically themselves in every room they walk into,' said Talent Coordinator Tenzin Dekyi. 'That authenticity extends to how they show up in partnerships, fan interactions, and more.'

The duo's authenticity and appeal have extended far beyond the WNBA. They've attracted partnerships across sports, entertainment, food and beverage, retail and lifestyle, giving brands a way to tap into an audience that increasingly views athletes as cultural personalities as much as competitors.

Last year's StudBudz All-Star stream generated 41.3 million minutes watched, with average concurrent viewership jumping 32.6% to 11,138. Peak viewership surged to 38,216, with subscriptions more than doubling to 9,888. The numbers demonstrate the StudBudz' ability to build a massive, engaged audience that brands are eager to tap into.

For brands, the value lies in the StudBudz' ability to capture what's happening in sports culture in real time. Williams and Hiedeman have built a platform where their personalities and relationships give fans a different way into the WNBA, while giving marketers access to two athletes with a direct pulse on the culture surrounding the league.

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The combination of audience, authenticity, and cultural relevance has become increasingly valuable to brands, particularly during the WNBA's biggest commercial moments. The StudBudz' $1 million in self-reported brand deals over 72 hours is a testament to their power as influencers and content creators.

AT&T's Assistant Vice President of Social Media, Katie Riley, praised working with the StudBudz during WNBA All-Star Weekend. 'Working with the StudBudz allowed us to tap into that passion in a way that felt authentic to their audience, while celebrating the continued growth and excitement surrounding women's sports.'

The StudBudz' success has also made them attractive to companies looking for more than traditional sports marketing. Their partnerships demonstrate the breadth of their appeal, from collaborations with NBA 2K and ESPN to activations with DoorDash and Coach.

'We pitch creative ideas that have the potential for creating real impact and moments,' said Dekyi. 'Those are what usually drive the engagement, reach, and confessions brands are looking for.' The StudBudz' ability to create engaging content and activations has become a key factor in their success as influencers and brand ambassadors.

The duo's whirlwind journey has been marked As they continue to build their brand and expand their reach, one thing is clear: the StudBudz are here to stay, and their influence will only continue to grow in the world of sports marketing and beyond.