Indiana University’s Malia Samuels has become World’s Finest Chocolate’s first female NIL partner as part of the company’s “Let Them Reign” campaign.

Name, Image, and Likeness (NIL) deals are becoming a critical part of modern-day college basketball — especially in the women’s game.

Before the WNBA’s historic Collective Bargaining Agreement (CBA) was agreed upon prior to the 2026 season, college athletes were opting to stay in the NCAA for an extra season to secure higher financial gains.

Now, we are seeing athletes up and down the country securing unique deals to help secure their future. However, Malia Samuels’ NIL deal feels truly distinctive.

Malia Samuels reaps the rewards of dedication

While talent plays an integral part in athletes’ NIL partnerships, each particular player must be a good ambassador for the game and the brand. Malia Andrews has proved long before her college career began that she is all of the above.

Funding throughout the women’s game is limited, which is why Andrews found herself funding her own journey, starting in the third grade.

How does an aspiring prospect fund her ambitions at such a young age? By selling chocolate — for a company known as World’s Finest Chocolate.

World’s Finest Chocolate is no stranger to helping the younger generation achieve their dreams. The fundraising brand has allowed schools and youth organizations to raise money since 1949.

The fundraising was more than a money-making scheme for Samuels; it allowed her to enhance her social interaction skills, which only prepared her for the sporting journey she was about to embark on.

Several years on, Hoosiers’ newest backcourt addition will be World’s Finest Chocolate’s first NCAA “Reign Maker”, as the company’s “Let Them Reign” campaign aims to help future women’s college athletes.

A deal that can inspire future generations

Yes, a NIL deal has financial incentive, but this partnership means more to Malia Samuels.

Per World’s Finest Chocolate’s press release, Samuels stated, “Selling World’s Finest Chocolate helped make some of my earliest basketball experiences possible, long before I knew how far sport would take me.”

“Now, getting to partner with the same brand as a college athlete makes this incredibly meaningful. I hope young girls see that the things they’re working toward today can become a part of a much bigger story.”

This statement alone proves that the senior has a mature mentality that will carry her far in the sporting landscape. Alongside her potential, Samuel’s attitude will be a great addition to the Indiana Hoosiers this year.

Samuels can make an impact in Indiana

This is an important year in Samuels’ development. After signing an impressive NIL contract, Indiana’s newest guard will now turn her attention to making an impact for her new team.

Throughout her college career so far, the dynamic guard has had to accept a less prominent offensive role at USC after playing alongside bright talents such as JuJu Watkins and Jazzy Davidson, but her role can change on a new roster.

Samuels will link up with exciting talents such as Lenee Beaumont as the Hoosiers look to make a statement in the Big Ten Conference.

Due to the lack of NCAA experience in the squad, Malia Samuels could be set to have a breakout season. As a playmaker and a scorer, fans should expect the 5-foot-7 senior to record career-high numbers.