Southern California guard JuJu Watkins has made history by becoming the first NCAA athlete to directly invest in a professional women’s sports team, joining the investor group for NWSL expansion team Boston Legacy FC.
The 20-year-old player is the newest addition to an impressive list of investors in Boston Legacy, which includes notable figures such as WNBA player Aliyah Boston of the Indiana Fever, Chicago Bears quarterback Caleb Williams, Olympic gold medalist Aly Raisman, and actress Elizabeth Banks.
“Boston Legacy FC is creating a space for women to achieve, lead, and inspire others at the highest level,” Watkins said, according to ESPN. “I’m proud to be part of the movement pushing women’s sports forward.”
“Juju’s investment marks a groundbreaking moment for women’s sports and the power of NIL,” Boston Legacy owner Jennifer Epstein said. “As the first college athlete to directly invest in a women’s professional sports team, she’s showing that today’s student-athletes aren’t just building their own brands — they’re shaping the future of the game.
“We’re thrilled to welcome Juju to Boston Legacy FC as we build momentum toward our inaugural 2026 season and home opener on March 14, 2026.”
The NWSL is expanding to 16 teams with the addition of two expansion sides, Boston and Denver Summit, which are slated to begin play in 2026.
As a sophomore, Watkins secured the Big Ten regular season championship. She subsequently earned the Naismith College Player of the Year award, the John R. Wooden Award, and was recognized as the AP Player of the Year.
Meanwhile, Watkins will miss the 2025-26 season with USC after tearing her ACL in March during the Trojans’ second-round game against Mississippi State.
Watkins had a standout last season, earning multiple prestigious awards such as the Women’s Wooden Award and the Naismith Women’s College Player of the Year, according to USA Today. She is anticipated to return to USC for the 2026-27 season, with two years of eligibility still remaining.
Watkins is considered one of women’s sports’ most influential athletes, according to Sports Illustrated. With an NIL valuation estimated at $739,000 by On3, she holds the second-highest valuation in women’s college basketball, trailing only LSU’s Flau’jae Johnson. Her endorsement portfolio includes deals with Fanatics and Unrivaled, a new women’s 3-on-3 league with WNBA stars Napheesa Collier (Minnesota Lynx) and Brianna Stewart (New York Liberty).
Watkins’ latest move—becoming the first to invest in an entire professional sports franchise while still playing collegiately—marks a significant step. It reflects a growing pattern among college athletics’ top NIL earners, who are now moving beyond traditional endorsements to make equity-based investments.
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