Kentucky Star Otega Oweh Signs NIL Deal After NCAA Tournament Heroics

Oweh's buzzer-beater against Santa Clara leads to partnership with Intuit TurboTax

Mar. 22, 2026 at 12:52pm

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Otega Oweh, the star of Kentucky's first-round NCAA Tournament win over Santa Clara, has signed a new NIL deal with Intuit TurboTax after his game-tying, half-court buzzer-beater sent the game to overtime. Oweh recorded a video for TurboTax encouraging fans to "beat the buzzer" and file their taxes on time.

Why it matters

Oweh's heroics on the court have made him an instant March Madness legend, and his new NIL partnership with a major brand like TurboTax shows the growing commercial opportunities for college athletes to capitalize on their newfound fame.

The details

Oweh scored 35 points, grabbed 8 rebounds, and dished out 7 assists in Kentucky's 89-84 overtime win over Santa Clara on Friday. With Kentucky trailing by 3 points and just 2.4 seconds left in regulation, Oweh sprinted up the court and banked in a half-court shot at the buzzer to force overtime. Kentucky then outscored Santa Clara 16-11 in the extra period to seal the victory.

  • Oweh hit the game-tying buzzer-beater on Friday, March 22, 2026.
  • Oweh announced his NIL deal with Intuit TurboTax on Saturday, March 23, 2026.

The players

Otega Oweh

The star player for the University of Kentucky men's basketball team, who hit a game-tying half-court buzzer-beater to force overtime in Kentucky's first-round NCAA Tournament win over Santa Clara.

Mark Pope

The head coach of the University of Kentucky men's basketball team.

Herb Sendek

The head coach of the Santa Clara University men's basketball team.

Allen Graves

A player for the Santa Clara University men's basketball team who hit a 3-pointer to put Santa Clara ahead late in the game against Kentucky.

Intuit TurboTax

The tax preparation software company that has signed Otega Oweh to a new NIL deal.

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What they’re saying

“March Madness games create legends on the court and leave fans on the edge of their seats, but taxes don't have to. Now beat the buzzer and file in the app today.”

— Otega Oweh

“that's a bucket”

— Otega Oweh

What’s next

Kentucky will take on Iowa State in the round of 32 on Sunday, March 24, 2026.

The takeaway

Otega Oweh's heroic performance and new NIL deal with Intuit TurboTax demonstrate the growing commercial opportunities for college athletes to capitalize on their newfound fame, especially during the high-profile NCAA Tournament.