As March Madness kicks off, USC superstar JuJu Watkins continues to break records both on and off the court. The rising basketball phenom has just signed a landmark exclusive deal with Fanatics and Fanatics Collectibles, making her the first women’s college athlete to secure such an agreement, according to ESPN.
Under the terms of the deal, the Big 10 Player of the Year will have her image featured on Fanatics-branded memorabilia, including autographed photos, basketballs, and game-worn merchandise. Watkins will also appear in the highly anticipated 2025 Bowman University Chrome Basketball card series, where she’ll be showcased in her USC Trojans uniform. The memorabilia is set to launch on April 3, 2025.
A Growing NIL Portfolio
This partnership adds to Watkins’ already impressive Name, Image, and Likeness (NIL) portfolio. She has endorsement deals with major brands like Nike, Gatorade, State Farm, AT&T, Wells Fargo, United Airlines, Degree, and Taco Bell. Her presence in commercials has made her one of the most recognizable figures in women’s college basketball today.
In an interview with Sports Illustrated, Watkins spoke about her impact on the sports industry, emphasizing her desire to pave the way for future female athletes.
“The goal is to make these opportunities more common. Right now, everything feels groundbreaking, but my hope is that this becomes the norm, opening doors for more women in sports,” Watkins said.
She also expressed her passion for sports trading cards, a key part of her Fanatics deal.
“I actually love unboxing trading cards—it’s really satisfying to me. This partnership feels like a rite of passage as a basketball player, and I’m excited to collaborate with the biggest name in sports collectibles,” she added.
Watkins’ Dominance on the Court
Watkins has been a force in the NCAA this season, averaging 24.6 points, 6.9 rebounds, and 3.5 assists per game. As a No. 1 seed in the NCAA Tournament, her USC Trojans will face UNC Greensboro on March 22 in the opening round.
With her dominance on the court and growing influence off it, Watkins is proving to be a generational talent in women’s college basketball.
