JuJu Watkins Makes NIL Investment History

JuJu Watkins is a talented basketball player for the University of Southern Carolina Trojans. She had a standout freshman year scoring over 900 points and receiving several accolades, including the AP Player of the Year and a unanimous first-team All-American. Because of a torn ACL, Watkins will have to sit out the 2025-2026 season, but Watkins still has a NIL valuation of close to $1 million which places her in the top 50 overall in NIL earnings for college athletes.

About Boston Legacy FC

Boston Legacy is a new team in the NWSL and will play their nationally televised debut match on March 14, 2026 in Gillette Stadium. Jennifer Epstein, Stephanie Connaughton, Ami Kuan Danoff, and Anna Palmer are the all-female founding partners. Boston Legacy is gaining a lot of investors as the team continues to grow. The pillars of Boston Legacy on and off the field include integrity, belonging, grit, and style. Chicago Bears Quarterback Caleb Williams, Indiana Fever player Aliyah Boston, actress Elizabeth Banks, three-time Olympic gold medalist Aly Raisman, among others also invested in this team. Add JuJu Watkins to the list of high-profile investors. Watkins became the first ever college player to use her NIL earnings to invest in a women’s professional league.

In November 2025, Watkins decided to invest in Boston Legacy FC, a team in the National Women’s Soccer League (NWSL). Watkins believes in the football club and stated that, “Boston Legacy FC is creating a space for women to achieve, lead, and inspire others at the highest level, and I’m proud to be a part of the movement pushing women’s sports forward.”

Future Trends of NIL Investments

JuJu Watkins used NIL earnings to make a long-term investment which is the future of NIL earnings. The NIL landscape is shifting from a short-term investment, where student-athletes focused on their tenure in college alone, to creating a brand that will last a lifetime. College athletes are starting to think long term about their careers. The harsh truth is that most college athletes will not make it to the professional leagues, so what is an athlete supposed to do once their college earnings run out and their athletic careers are over? Athletes entered the marketing world to land brand deals and invest in companies and teams. Instead of worrying after their college careers, athletes are smarter with their NIL earnings by investing for their future. Athletes can stay involved in the sports world and support themselves without the need to make it to the professional leagues.

Jennifer Epstein, the controlling owner of Boston Legacy, stated that, “As the first college athlete to directly invest in a women's professional sports team, Juju’s showing that today’s student-athletes aren’t just building their own brands — they’re shaping the future of the game.” Using NIL earnings to invest in professional sports not only helps the sports teams expand, but is also a smart business move for college athletes broadening their reach and looking towards a successful future after their college years are over.