Kiki Rice Talks NIL Money Moves and the Fan Moment She’ll Never Forget

Between NIL deals, tournament prep, and the general chaos of college life, managing finances as a student-athlete is no easy task. With tax season (and March Madness) in full swing, UCLA Women's Basketball player Kiki Rice has found a game-changing assist in Intuit TurboTax, a partnership that helps her navigate the complexities of filing while balancing her demanding schedule. "My partnership with Intuit TurboTax has been able to help me take a lot off my plate," she shares. "It makes filing taxes super easy and stress-free, which I really value—especially right now, getting into the tournament and postseason."

We discussed financial literacy in the NIL era, the smartest (and silliest) money moves she's made, and the significance of being Jordan Brand’s first NIL athlete. Plus, she shares her pregame playlist, the fan moment she’ll never forget, and why her first designer purchase might have been a mistake.

Our conversation, lightly edited and condensed for clarity, is below.

I'm really excited to chat with you. Obviously, it's tax season, and I personally have not yet filed my taxes, so this conversation is appropriate timing. Can you tell me about your partnership with Intuit TurboTax?

As a college athlete, as someone who's extremely busy and has a lot on their plate, my partnership with Intuit TurboTax has been able to help me take a lot off my plate with tax prep. It makes filing taxes super easy and stress-free, which I really value–especially right now, getting into the tournament and postseason. My reliance on TurboTax and the availability of tax experts and people who can help take a lot off my plate are important and valuable to me.

There is probably nothing worse than tax season and the tournament being at the same time.

Exactly.

As a college student in the era of NIL, how important is financial literacy and tools like TurboTax?

Financial literacy is really important because, for most other students my age, they're not focused on paying taxes and all that stuff, but that's been something I've had to be aware of since I've been in college. I'm just being smart with NIL and all the new opportunities coming in. I think the last thing you'd want is to have a financial issue with any of these deals that I'm doing. I think just being really smart with my taxes and using a platform like TurboTax and having that available is really, really beneficial for me and for other people, my teammates, and fellow college athletes.

Aside from partners like TurboTax, who do you lean on to help guide your financial decisions?

I have a great team around me that's been able to help me navigate that space. My parents have been really helpful. Obviously they've been paying taxes a lot longer than I have, and so just kind of taking little pieces of advice from them and figuring out what works best for me is something that I've done and I'll continue to do as I get older and go through more tax seasons.

What would you say the smartest thing you've done with your money has been?

I would say the smartest thing I've done with my money is probably invest it. I think I've been fortunate to have people around me who have told me the importance of not only saving my money but also investing it to help it grow for long-term purposes.

On the flip side, what would you say is the silliest thing or the dumbest thing you've done or spent money on?

In general, I'm pretty good about my purchases. I would say my first big purchase that I made was a designer pair of sunglasses that I think I've only worn two times since I bought them. That was probably the first big thing that I bought with my NIL money that I probably, looking back, wouldn't remake that purchase.

I bet they look great though, so…

Yeah, I like the way they look. I just don't get a ton of use out of them.

You live in California!

I know, I know. I'm not really a huge sunglasses-wearer, so I probably should have thought about that before I got them.

Fair. You were also Jordan Brand's first NIL athlete. What was the significance of that for you?

As a little girl growing up, I watched a ton of basketball and any basketball fan knows the significance of Michael Jordan when it comes to this game. To partner with them and to be able to be the first Jordan brand NIL athlete meant a lot to me. Not only because it was something I could never have thought would happen but also just because of the opportunities that I've been able to have since I've been partnered with them.

The rooms that I've been able to be in, the people that I've been able to meet, it’s something that is really special and I’ll value always. The relationships I've had from that partnership have been something that I think will be lifelong relationships.

Can you tell us about any PEs you have planned for the tournament?

I had a PE just released not too long ago, so that was really, really exciting for me. This was my second PE and I think just having insight into the design process and be able to customize a shoe that really meant a lot to me personally and to be able to share it with family and friends is something that I really have loved to see.

You talked about being a little girl and looking up to Michael Jordan and the Jordan brand. What player–in the league right now or historically–would you say that you look up to or might model your game around?

I watched a ton of basketball growing up. I wouldn't say there's one specific player that I felt like I wanted my game to be exactly like theirs, but some of my favorite players that I did watch growing up were Kyrie Irving, Diana Taurasi, Skylar Diggins–just a lot of other players at the point guard position that I have been able to take little things from as I've watched.

You have almost a hundred thousand followers on Instagram. Do you feel any sort of pressure? How do you deal with this new public perception that you might have?

I don't think I feel pressure with a social media following or fans and all that, just because it's something I've always kind of been used to, and as that's grown, it's just kind of become natural. It’s not like an overnight thing, but I do think one of the coolest things about it is just the different ways that I get to be a role model for little girls and little boys. 

After my games, there’s always a ton of people who want to take pictures and get an autograph and want me to sign a jersey, and I think seeing that and seeing those number one jerseys in the stands, it's like that's why I play. I just try to take the time that I can to recognize those people because if I were that little girl, I'd want the player that I look up to do the same.

Is there a moment that you've had with a fan that really stands out to you?

Well, actually one I had recently after our second-to-last game. We were in Wisconsin, and a little girl had my jersey as I was walking out back into the locker room, and so she hung it over the side and asked me to sign it. And then she asked me–she's like, ‘Can I have your shoes?’ And I've never given a fan or someone my shoes, so my first reaction was, ‘Sorry, I need them.’ I obviously wear them, but I was like–Actually, I don't need them; I have a ton of other basketball shoes. So I took 'em off, I signed them, and I gave them to her–so that was pretty memorable. That was a first.

That's so sweet. And you haven't posted on TikTok since November. Is that a conscious decision you're making?

No, it's not a conscious decision. I don't honestly go on TikTok a ton. I'll scroll, but I don't really make a ton of TikToks. 

You're a lurker. I get it, me too. But the people need Kiki content!

I know. I got to give it to 'em.

Yeah, feed the people. Your last TikTok was actually a “what's in my bag.” I'm curious: what are your essentials? Like, if you’re on a deserted island, you’re taking what things with you?

Obviously, my phone. *laughs*

Headphones. I'm a huge music listener. I love to listen to music, so I definitely need a pair of headphones or a speaker, something of that nature. From a snack standpoint, I love vanilla wafers and cereal. Kind of two different, weird snacks, but I definitely would have that. And then a basketball.

It'd be hard to bounce a basketball on sand, but I get it.

I could do some releases, just play around with it. But yeah, having basketball would make me feel comfortable, for sure.

You mentioned music. What music are you listening to these days?

Definitely the new Drake album that came out. SZA. Kendrick [Lamar]. Don Toliver. I like a lot of different kinds of music. I'm always listening to music pregame on the bus, all that kind of stuff. It just helps me get locked in–I love listening to music.

Is there one song that you have to listen to pregame that gets you hyped?

There's not one song, no. It's usually whatever my favorite song at that point is.

Last question: Off the court, what are we doing? How are we spending our time?

Going to the beach, laying outside. I love to just chill and tan, especially being in LA. 

I love to shop. That's definitely something that I've really gotten into. Hanging out with my teammates, going to movies, really just chilling. I don't have a ton of free time, especially now, but whenever I do, I'm always trying to get outside and just relax.

*laughs* Well, you're clearly not buying more designer sunglasses when you're shopping.

I know, exactly.