How Studbudz Built a WNBA All-Star’s $1M Empire
How Two WNBA Stars Turned a Fun Twitch Stream Into a $1 Million Business
Courtney Williams and Natisha Hiedeman—known as the StudBudz—showed the world how athletes can build their own media empire by just being themselves.
Who Are the StudBudz?
Imagine two best friends who happen to be professional basketball players. They grab a camera, hop on Twitch, and spend 72 hours straight hanging out, cracking jokes, and giving fans a backstage pass to the biggest WNBA event of the year.
That’s exactly what Courtney Williams and Natisha Hiedeman did during the 2025 WNBA All-Star Weekend. They didn’t have a fancy production crew or a script—just their personalities, their friendship, and a desire to bring fans closer to the game they love.
Fun Fact: They launched their Twitch channel in 2025 as former teammates and close friends. What started as a passion project became a viral sensation almost overnight.
Why Did Brands Pay Over $1 Million in Just 3 Days?
During the 2026 WNBA All-Star Weekend, the StudBudz secured more than $1 million in brand deals across 72 hours. Nine major companies partnered with them for content, live activations, and social campaigns.
The Brands That Jumped In
| Brand | What They Did |
|---|---|
| AT&T | Title sponsor of WNBA All-Star; StudBudz dyed their hair blue and wove the brand into their stream |
| Coach | Handed out bags to Gen Z fans in Chicago |
| State Farm | Livestreamed the Celebrity 3-Point Contest with Jake from State Farm, Issa Rae, Keke Palmer, and rookie Olivia Miles |
| DoorDash | Created viral scooter moments → 16M impressions, $550K earned media value |
| Starbucks, Airbnb, Cash App, Sprite, NBA 2K, ESPN, Bleacher Report, Dick’s Sporting Goods | Ongoing partnerships across content and events |
By the Numbers (2026 vs. 2025)
- Minutes watched: 41.3M (+11.6%)
- Average concurrent viewers: 11,138 (+32.6%)
- Peak viewers: 38,216
- Subscriptions: 9,888 (nearly doubled from 6,234)
They’re Not Just Selling Star Power—They’re Selling Realness
What Makes the StudBudz Different?
- Chemistry: You can’t fake 10+ years of friendship.
- Humor: They roast each other, laugh at themselves, and keep it light.
- Authenticity: No corporate talk. No stiff scripts. Just two people being themselves.
Tenzin Dekyi, Talent Manager at Thirteenth:
“Courtney and Natisha are unapologetically themselves in every room they walk into. That authenticity extends to how they show up in partnerships, fan interactions, and more.”Natisha Hiedeman:
“I think it’s just our personalities and the unique dynamic Courtney and I have. We bring the energy in everything we do, we’re fully engaged, and just ourselves.”
How They Turn a Stream Into a Strategy
From “Let’s See What Happens” to “Here’s the Plan”
| Year | Approach |
|---|---|
| 2025 | Spontaneous. Brands showed up during the stream. |
| 2026 | Intentional. Planned months ahead. Picked brands that fit. Built custom activations. |
| 2027 | Already in the works. Goal: “Top this year’s stream with something fans have never seen.” |
Hiedeman on the shift:
“This year everything was more planned, so we had more time to come up with ideas and decide who we wanted to work with.”
They Say “No” to the Wrong Deals
Courtney Williams:
“If it doesn’t feel natural or like something we’d actually use or be into, then we wouldn’t do it.”Natisha Hiedeman:
“We want to work with brands we actually like and believe in.”
This selectivity protects their audience’s trust—and that trust is exactly what makes them valuable to brands in the first place.
Why This Matters for Women’s Sports
- Athletes are becoming media companies. They don’t need a network to reach fans—they are the network.
- Brands want cultural relevance. The StudBudz give them a direct line to young, diverse, highly engaged audiences.
- Real-time content wins. Clips from their stream go viral while the event is happening.
- Women’s sports are booming. As Hiedeman put it:
“Because of how much the WNBA has grown, you have all the best players in one place, there’s a lot of attention on the league right now, and there’s so much opportunity for good content and interactions.”
Key Takeaways (Callout Box)
Authenticity > Polish – Fans (and brands) respond to real personalities, not perfect scripts.
Community First – The StudBudz built an audience before they chased sponsors.
Own Your Platform – Twitch gave them control; brands came to them.
Think Long-Term – They’re not chasing one payday. They’re building a business.
Say No Often – Protecting your brand means turning down misaligned deals.
Summary
Courtney Williams and Natisha Hiedeman didn’t set out to build a business. They just wanted to hang out with fans during All-Star Weekend. But by showing up as their true selves—funny, honest, connected—they created something rare: a media property that brands want to be part of, not one they have to buy into.
In two years, the StudBudz went from a spontaneous stream to a seven-figure, multi-brand, year-round business—all while staying 100% themselves. They’re proving that in the new era of sports, athletes who own their voice own their value.
FAQ
Q: What is the StudBudz?
A: A Twitch channel run by WNBA players Courtney Williams and Natisha Hiedeman where they stream live, unfiltered content—especially during major events like All-Star Weekend.
Q: How much money did they make during the 2026 All-Star Weekend?
A: Over $1 million in brand deals across 72 hours, verified by signed contracts.
Q: Why do brands pay so much to work with them?
A: Because they deliver real engagement—millions of minutes watched, viral clips, and access to a young, diverse audience that trusts them.
Q: Do they accept every brand deal?
A: No. They’re very selective. If a brand doesn’t align with their values or feel natural, they say no.
Q: What’s next for the StudBudz?
A: They’re already planning for 2027 All-Star Weekend and exploring ways to grow their platform beyond a single event—into a year-round athlete-led media business.
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