The Power Move That’s Redefining Women’s College Hoops
As the spotlight on women’s college basketball intensifies, the narrative is shifting beyond points and rebounds into boardrooms and ownership stakes. JuJu Watkins, the sophomore guard at USC Trojans, who averaged 23.9 points and 6.8 rebounds in 2024-25, has become the first college athlete to publicly invest in a professional women’s sports franchise, joining the ownership group of Boston Legacy FC, an NWSL expansion team set to debut in 2026. Already a cornerstone of women’s basketball revenue streams, NIL deals have set the stage for Watkins’s groundbreaking move, one that elevates the conversation as today’s student-athletes move beyond monetizing their brand to acquiring equity, shaping leagues, and building lasting legacies. In an era where the top women’s college hoops stars sport seven-figure NIL valuations, the investor-athlete model signals an evolution in brand power and ownership.
For women’s college basketball programs, this trend introduces fresh variables in recruitment, exposure, and institutional strategy. The attention-grabbing stats are telling that Watkins' NIL valuation is estimated at around seven-hundred thirty-nine thousand dollars, among the highest in the sport, emphasizing her influence both on and off the court. Meanwhile, leagues like Unrivaled, a 3-on-3 women’s basketball venture, already offer equity stakes and robust salary pools, demonstrating how player empowerment is accelerating. For recruits and current players alike, the message is clear: success isn’t just measured in W’s and All-Americans, but in brand growth, investment opportunities, and lifelong financial positioning. Coaches and athletic departments now compete not only for athletic talent but for future business architects.
The ripple effects extend beyond individuals into the entire ecosystem of women’s college hoops. As athlete-investors enter professional ownership roles, the value proposition for broadcasters, sponsors, and fans rises; visibility increases, media rights become more valuable, and brand-partnerships multiply. For example, Watkins’ move places her alongside established figures like Aliyah Boston and Angel Reese, who are reshaping perception and capital flows in women’s sports. This new standard impacts NCAA-level programs: institutions that nurture high-profile, business-savvy athletes gain not only on-court talent but also off-court brand cachet. For the media brand, this is the perfect moment to spotlight the athlete-entrepreneurs in women’s college hoops who aren’t waiting for the next contract; they’re creating the next league.
