JuJu Watkins Makes History as First College Athlete Team Owner

Breaking Barriers: JuJu Watkins Redefines Athlete Entrepreneurship

In a groundbreaking move that signals a new era for collegiate and professional sports, USC basketball superstar JuJu Watkins has made history as the first active college athlete to become an investor in a women's professional sports team. The 19-year-old phenom has joined ownership of the Boston Legacy—a National Women's Soccer League (NWSL) expansion team—while continuing her dominant career with the Trojans.

This unprecedented investment transcends sports, marking a pivotal moment for gender equity in athletics. Watkins, widely regarded as the nation's top collegiate basketball player, leveraged her platform and marketability to secure ownership stakes typically reserved for retired professionals or established business figures. Her decision underscores a growing trend where athletes are monetizing their influence beyond endorsements.

From Court to Boardroom: The Significance of Watkins' Move

Watkins' involvement with Boston Legacy isn't just symbolic—it's a strategic partnership aimed at accelerating the growth of women's soccer. As an investor, she brings unmatched visibility to the NWSL, particularly among Gen Z audiences who follow her collegiate exploits with fervent passion. The move aligns with her public advocacy for women's sports, where she's consistently used her voice to demand equal investment and media coverage.

"JuJu represents the future of leadership in sports," said NWSL officials in a statement. "Her investment validates our league's trajectory and inspires the next generation of female athletes to dream beyond the playing field."

"This is about creating pathways. If I can do this while playing, imagine what other young women can achieve."

The timing is particularly noteworthy. With the NWSL experiencing unprecedented growth—record attendance, broadcast deals, and team valuations—Watkins' entry as an owner coincides with the league's golden age. Her participation could catalyze similar moves from other collegiate stars, potentially blurring lines between amateur and professional sports ownership.

Implications for Collegiate Athletics

This development challenges long-standing NCAA regulations that historically restricted athletes from profiting off their names, images, and likenesses (NIL) beyond endorsement deals. Watkins' ownership stake demonstrates how NIL policies can empower student-athletes to build wealth through strategic investments, not just sponsorships.

Legal experts suggest her case could set a precedent for athletes to take equity in teams across leagues, from WNBA franchises to esports organizations. For college sports, it signals a shift toward viewing athletes as multifaceted entrepreneurs capable of shaping their industries.

The Road Ahead: Legacy and Influence

Boston Legacy, set to begin play in 2026, has positioned Watkins as a cornerstone of its brand identity. Team executives emphasize she won't be a passive investor—Watkins will contribute to community outreach initiatives and youth development programs, leveraging her local connections in Southern California.

For Watkins, this is merely the beginning. "This is about creating pathways," she stated in an interview. "If I can do this while playing, imagine what other young women can achieve." Her ambition extends beyond sports ownership, with whispers of future ventures in media production and technology.

As sports continue to evolve, JuJu Watkins stands at the forefront—a symbol of how athletic excellence can intersect with business acumen. Her legacy may one day be measured not just by points scored, but by doors opened for generations of athletes to come.