Becoming an overnight brand in basketball is not easy, especially for women players. However, JuJu Watkins, the point-cum-shooting guard for the USC Trojans, achieved it by delivering impeccable performances over the years. Her current NCAA form is only fueling her fame and fortune as a player.

As of June 2023, the USC freshman guard’s value was at an astounding $156,000 NIL. JuJu came of age commercially when she joined Klutch Sports Group. And now, she’s one of the movers and shakers of the basketball circuit whose brand is only growing.

JuJu Watkins’s honest take on NIL

Ever since joining the USC Trojans, the No. 12 has been lighting up the basketball court. But she had also won a great deal of championships earlier in life. Watkins studied in Los Angeles, California, at the Windward School. As a freshman there, she averaged 21 points and 9 rebounds per game. This in-turn determined her NIL value.

NIL has been in great controversy since its implementation in collegiate basketball. Many famous figures such as Charles Barkley have been against it since it would highly deviate a player from the core game. However, it has been a great source of income for players and motivates them to play more as they earn better than professional league players.

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In a recent interview, when JuJu Watkins was asked about her balance between basketball and NIL, she approached it in a quite positive way: “Honestly, its just a blessing that can be kind of beneficial.”

Brand Watkins

JuJu’s brand value is increasing manifold at the moment. She earlier made history by being the first female athlete to be represented by Klutch Sports. She then inked her first NIL contract in October 2022. This agreement was made with Nike, the massive sports footwear and clothing brand.

Afterward, JuJu concluded the year with yet another fascinating NIL contract with Lids, an athletic headgear manufacturer. November 23, 2022, was her formal debut with the firm, using unique embroidery. She also signed on in July with House of Victory, the official sponsor of USC athletics.

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JuJu Watkins recently made headlines when she signed a non-exclusive contract with Fletcher Jones Motors, America’s top Mercedes-Benz center. August of this year saw the completion of the deal. She was given a Mercedes EQS in 2023 to use during 2023–24.