JuJu Watkins is not just dominating on the court; she’s also making serious financial moves off of it. As of 2025, the USC star guard has built an impressive financial portfolio through NIL (Name, Image, and Likeness) deals, sponsorships, and brand partnerships. With an estimated net worth of $1 million, Watkins is one of the highest-paid women’s college basketball players in the country. At just 19 years old, she’s already inked deals with some of the biggest brands in the world, proving that her marketability extends far beyond basketball.
Watkins’ NIL valuation has seen significant growth since she first signed with Nike as a high school junior in October 2022. By October 2024, she had extended her deal with the sportswear giant, reportedly securing one of the most lucrative shoe endorsement deals in women’s college basketball history.
But Nike is just one piece of the puzzle. Her partnership portfolio includes household names such as Gatorade, Fanatics, Degree Deodorant, United Airlines, State Farm, Funko, NYX Professional Makeup, Estée Lauder, Spotify, AT&T, NerdWallet, and many more. These deals alone contribute to her staggering NIL earnings, which currently sit at an estimated $765,000 according to On3.
Inside JuJu Watkins’ Exceptional $1 Million Net Worth in 2025
One of her most groundbreaking partnerships came in 2024 when she became the first female college basketball player to collaborate with NYX Professional Makeup. She emphasized the brand’s commitment to individuality and self-expression, aligning with her own approach to beauty. Additionally, Watkins became the first active NCAA athlete to have her own Funko Pop! figure, solidifying her as a cultural icon in and outside of sports. Pre-orders for the figure sold out quickly, and 25 of them were personally autographed by Watkins herself.
Her collaboration with State Farm also made headlines. Announced in November 2024, the deal saw her starring in a commercial alongside “Jake from State Farm,” which aired on the Big Ten Network. She expressed excitement over partnering with a company that has long been invested in basketball, stating, “It’s an honor to partner with State Farm. Not only are they one of the biggest brands in sports, but they’ve also been investing in the women’s game for decades.”
The impact of her endorsements isn’t just limited to traditional brands. In 2024, Watkins partnered with NerdWallet in a campaign designed to promote financial literacy among student-athletes. As part of the agreement, she created a budget with the company’s financial advisors, using the 50/30/20 rule—50% for needs, 30% for wants, and 20% for savings and debt repayment. This collaboration was dubbed “the smartest NIL deal ever” and set a precedent for how athletes should manage their earnings.
Watkins’ financial success has also extended into luxury and lifestyle. She secured a partnership with Fletcher Jones Motorcars, receiving a Mercedes GLE for the 2024-2025 season. She also teamed up with United Airlines, leveraging her middle name, “Skies,” for a marketing campaign that emphasized the company’s global reach. Her involvement with Travis Scott’s Cactus Jack brand in April 2024 further diversified her brand appeal, as she participated in the launch of the “Jack Goes Back to College” apparel collection alongside Fanatics CEO Michael Rubin.
Despite her enormous financial success, Watkins remains laser-focused on her basketball career. She led USC to a 28-3 record in the latest season and secured the Big Ten regular-season championship. She was named the Big Ten Player of the Year and a unanimous All-Big Ten selection. Her season, however, took an unfortunate turn on March 24 when she suffered an ACL tear during the NCAA Tournament’s second round against Mississippi State. Despite the injury, she was still named the USBWA National Player of the Year, capping off what had already been a historic season.
With 1.2 million social media followers and a rapidly growing personal brand, Watkins’ marketability is only set to increase. Her net worth will likely soar even further as she recovers from injury and continues her path toward the WNBA. Given that the base salary for a top-four WNBA draft pick in 2025 is projected to be $78,831—far less than her current NIL earnings—it wouldn’t be surprising if she opted to stay at USC for another season to maximize her collegiate financial opportunities before making the leap to the pros.
Watkins’ rise isn’t just a story of basketball success; it’s a blueprint for the modern college athlete navigating the NIL era. With smart financial decisions, high-profile partnerships, and an undeniable presence both on and off the court, JuJu Watkins is proving that she’s not just a future WNBA star—she’s a business mogul in the making.
