Southern California guard JuJu Watkins has made history by becoming the first NCAA athlete to directly invest in a professional women’s sports team. The 20-year-old star joined the investor group for NWSL expansion team Boston Legacy FC. This groundbreaking move marks a significant shift in how college athletes leverage their influence and resources.
Watkins is the newest addition to an impressive list of Boston Legacy investors. Notable figures include WNBA player Aliyah Boston of the Indiana Fever and Chicago Bears quarterback Caleb Williams. Olympic gold medalist Aly Raisman and actress Elizabeth Banks are also part of the ownership group.
JuJu Watkins Champions Women’s Sports Through Strategic Investment
“Boston Legacy FC is creating a space for women to achieve, lead, and inspire others at the highest level,” Watkins said. She expressed pride in being part of the movement pushing women’s sports forward. Her investment demonstrates commitment beyond personal athletic achievement to broader industry growth.
The investment reflects Watkins’ vision for the future of women’s athletics. She recognizes the importance of ownership and leadership in professional sports. Her decision to invest shows strategic thinking about long-term impact rather than just immediate endorsement opportunities.
Boston Legacy Owner Celebrates Groundbreaking NIL Investment Moment
“Juju’s investment marks a groundbreaking moment for women’s sports and the power of NIL,” Boston Legacy owner Jennifer Epstein said. She emphasized that today’s student-athletes aren’t just building their own brands anymore. They’re actively shaping the future of the game through ownership stakes.
“We’re thrilled to welcome Juju to Boston Legacy FC,” Epstein added. The team is building momentum toward their inaugural 2026 season. Their home opener is scheduled for March 14, 2026, at their Boston venue.
NWSL Expansion Brings Boston Legacy and Denver Summit to the League
The NWSL is expanding to 16 teams with two new expansion franchises. Boston Legacy FC and Denver Summit are both slated to begin play in 2026. This expansion reflects the growing popularity and commercial viability of women’s professional soccer.
The addition of high-profile investors like Watkins generates excitement and credibility for the new teams. Boston Legacy has assembled an impressive ownership group that spans multiple sports and entertainment sectors. This diverse backing positions the team for strong community engagement and financial stability.
Award-Winning College Career Establishes Watkins as Elite Talent
As a sophomore, Watkins secured the Big Ten regular season championship with USC. She subsequently earned the Naismith College Player of the Year award and the John R. Wooden Award. She was also recognized as the AP Player of the Year for her outstanding performance.
Watkins had a standout season earning multiple prestigious awards. Her excellence on the court established her as one of women’s basketball’s brightest stars. These accolades demonstrate why she carries such influence in women’s sports conversations.
ACL Injury Sidelines Star but Doesn’t Diminish Her Long-Term Impact
Watkins will miss the 2025-26 season with USC after tearing her ACL in March. The injury occurred during the Trojans’ second-round game against Mississippi State. Despite this setback, she is anticipated to return to USC for the 2026-27 season.
She still has two years of eligibility remaining after her recovery. The injury hasn’t slowed her business ventures or investment activities. Watkins continues to build her brand and influence while focusing on rehabilitation and recovery.
NIL Valuation and Endorsement Deals Reflect Market Power
Watkins is considered one of women’s sports’ most influential athletes. With an NIL valuation estimated at $739,000 by On3, she holds significant market power. She has 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. Unrivaled is a new women’s 3-on-3 league featuring WNBA stars Napheesa Collier and Breanna Stewart. These partnerships demonstrate her appeal to brands targeting women’s sports audiences.
College Athletes Move Beyond Endorsements to Equity Investments
Watkins’ latest move marks a significant step in college athlete business strategies. It reflects a growing pattern among top NIL earners who are moving beyond traditional endorsements. They’re now making equity-based investments in established and emerging sports properties.
This shift represents a maturation of the NIL landscape since its introduction. College athletes are thinking more strategically about building long-term wealth and influence. Watkins’ investment in Boston Legacy FC sets a precedent for future generations of student-athletes.
First College Athlete Investment Shows Future of Women’s Sports Ownership
Becoming the first to invest in an entire professional sports franchise while still playing collegiately is historic. Watkins demonstrates that young athletes can be both competitors and business leaders simultaneously. Her move challenges traditional assumptions about when athletes should enter ownership roles.
The investment also signals confidence in the future of women’s professional soccer. NWSL expansion teams need credible investors who understand women’s sports from the inside. Watkins brings authenticity and star power that can help Boston Legacy build its fan base and brand.
