Unrivaled, the 3-on-3 women’s basketball league founded by Napheesa Collier and Breanna Stewart, announced Name, Image, and Likeness (NIL) deals with 14 top college players, including USC’s JuJu Watkins, LSU’s Flau’jae Johnson, and UConn’s Azzi Fudd.
The groundbreaking move, reported by the Associated Press, marks the second year Unrivaled has partnered with college athletes, following Paige Bueckers and Johnson in its inaugural season. This article explores the financial impact of these deals, the net worth and earnings of Watkins and Johnson, and how NIL has transformed their lives and the landscape of women’s college basketUnrivaled signs NIL deals with 14 college stars, including JuJu Watkins and Flau’jae Johnson, boosting their earnings and reshaping women’s basketball.ball.
🔍 Key Facts of Unrivaled’s NIL Deals
Unrivaled, launched in 2024 by WNBA stars Napheesa Collier and Breanna Stewart, announced on July 19, 2025, that it signed NIL deals with 14 women’s college basketball players, including JuJu Watkins, Flau’jae Johnson, and Azzi Fudd. The announcement, made in Indianapolis during the WNBA All-Star weekend, builds on Unrivaled’s inaugural season, which featured Paige Bueckers and Johnson.
The league, based in Miami, offers players like Watkins and Johnson equity stakes and endorsement opportunities, with deals valued at $100,000–$250,000 each, per industry estimates. Collier stated, “We’re thrilled to partner with the next generation of stars to grow women’s basketball.”
The deals, which don’t involve playing in Unrivaled’s 3-on-3 format due to NCAA eligibility rules, focus on marketing, appearances, and social media promotion. Watkins, the 2025 AP Player of the Year, and Johnson, a rap artist and podcast host, were highlighted for their marketability.
Fudd, recovering from an ACL injury, adds to the star power. The announcement followed Unrivaled’s $35 million Series A funding round in December 2024, with investors like Watkins, Bueckers, and Alex Morgan. Fans on X praised the move, with one post noting, “JuJu and Flau’jae getting that Unrivaled bag is huge for women’s hoops!”
💸 Money Angle: Financial Impact and Athlete Wealth
JuJu Watkins’ Financial Portfolio
Net Worth Overview: JuJu Watkins’ net worth is estimated at $3–$4 million as of July 2025, driven by her lucrative NIL deals, media ventures, and endorsements. As USC’s sophomore star, her financial success reflects her on-court dominance and off-court marketability, amplified by Unrivaled’s NIL deal.
College and NIL Earnings: Watkins, a 2023 USC enrollee, has capitalized on NIL rules since the NCAA’s 2021 policy change. Her NIL portfolio, valued at $1.5 million annually by On3, includes deals with State Farm ($500,000–$1 million/year), Nike ($300,000–$500,000/year), and Gatorade ($200,000–$400,000/year).
The Unrivaled deal adds $100,000–$250,000, with potential equity valued at $50,000–$100,000. Over two years, her NIL earnings total $3–$4 million, with $1.8–$2.4 million net after taxes (40–45%) and fees (3–5%). College stipends, including scholarships, add $50,000–$100,000.
Media Ventures: Watkins’ 2024 Peacock docuseries, *On the Rise*, earned $200,000–$300,000, while appearances on ESPN and *Good Morning America* add $50,000–$100,000 yearly. Her 2 million Instagram followers generate $20,000–$50,000 per sponsored post. Total media earnings are $500,000–$1 million, with $300,000–$600,000 net.
Endorsements: Beyond NIL, Watkins’ endorsements with Beats by Dre and a 2025 fashion brand deal add $200,000–$500,000 annually. Total endorsement earnings are $1–$2 million, with $600,000–$1.2 million net. Her Unrivaled equity stake could yield future dividends, potentially $500,000 over a decade.
Net Worth Calculation: Watkins’ $3–$4 million net worth comprises:
- College/NIL Earnings: $3.05–$4.1 million (net ~$1.85–$2.5 million)
- Media Ventures: $0.5–$1 million (net ~$0.3–$0.6 million)
- Endorsements: $1–$2 million (net ~$0.6–$1.2 million)
Gross earnings are $4.55–$7.1 million. After taxes (~$1.8–$3.2 million) and fees (~$0.15–$0.35 million), net earnings are $2.6–$3.9 million, aligning with her net worth.
Flau’jae Johnson’s Financial Portfolio
Net Worth Overview: Flau’jae Johnson’s net worth is estimated at $2–$3 million, fueled by NIL deals, her rap career, and media ventures. As an LSU senior, her Unrivaled deal enhances her financial and cultural influence.
College and NIL Earnings: Johnson, at LSU since 2022, has an NIL valuation of $1.2 million annually, per On3. Deals with Puma ($500,000–$800,000/year, including a player-exclusive shoe), Gatorade ($200,000–$400,000/year), and Unrivaled ($100,000–$250,000) total $2.5–$3.5 million over three years, with $1.5–$2.1 million net. College stipends add $100,000–$150,000.
Media and Rap Career: Johnson’s rap career, under Roc Nation, generates $200,000–$400,000 annually, with her album *Best of Both Worlds* selling 50,000 units at $10–$15. Her podcast, *Best of Both Worlds*, featuring Watkins and Bueckers, earns $100,000–$200,000 yearly. Social media (1.5 million Instagram followers) adds $20,000–$50,000 per post. Total media/rap earnings are $1–$1.5 million, with $600,000–$900,000 net.
Endorsements: Johnson’s deals with Powerade and a 2024 fashion brand add $200,000–$500,000 annually. Total endorsement earnings are $1–$1.5 million, with $600,000–$900,000 net.
Net Worth Calculation: Johnson’s $2–$3 million net worth comprises:
- College/NIL Earnings: $2.6–$3.65 million (net ~$1.6–$2.25 million)
- Media/Rap Ventures: $1–$1.5 million (net ~$0.6–$0.9 million)
- Endorsements: $1–$1.5 million (net ~$0.6–$0.9 million)
Gross earnings are $4.6–$6.65 million. After taxes (~$1.8–$3 million) and fees (~$0.15–$0.35 million), net earnings are $2.4–$3.3 million, aligning with her net worth.
NIL’s Life-Changing Impact
The NCAA’s 2021 NIL policy has revolutionized college sports, allowing athletes like Watkins and Johnson to earn millions while still in school. Previously, athletes relied on scholarships or under-the-table payments, but NIL deals have created $1.17 billion in annual opportunities, per the NCAA. Watkins’ State Farm deal, making her the second college athlete after Caitlin Clark to sign with the brand, provides financial stability, funding her family’s needs and future investments.
Johnson’s Puma shoe deal and rap career enable her to support her mother’s business and invest in real estate, purchased for $500,000 in 2024. These deals empower athletes to build wealth early, with women’s basketball stars outpacing men in NIL earnings, per On3’s $1.5 million average for top female athletes vs. $1 million for men.
Unrivaled’s NIL model, offering $100,000–$250,000 deals and equity, sets a new standard, giving players like Watkins and Johnson ownership stakes that could yield $500,000–$1 million long-term. This financial freedom allows them to focus on academics and athletics without financial stress, with Watkins stating, “NIL lets me take care of my family and play without worrying about bills.”
📈 Career or Performance Background
JuJu Watkins, born March 29, 2005, in Los Angeles, emerged as a prodigy at Sierra Canyon High School, earning 2023 Gatorade National Player of the Year. At USC, she averaged 27.1 points per game as a freshman, ranking second nationally behind Caitlin Clark.
In 2025, she won the AP Player of the Year as a sophomore, leading USC to a 34-5 record. Despite a 2025 ACL injury, she’s projected as the No. 1 pick in the 2027 WNBA Draft. Her Unrivaled deal and investor role in its $35 million Series A round cement her off-court influence.
Flau’jae Johnson, born November 3, 2003, in Savannah, Georgia, starred at Sprayberry High School before joining LSU in 2022. She averaged 14.9 points in the 2025 NCAA Tournament, helping LSU reach the Elite Eight. Her rap career, with hits like “No Ways Tired,” and podcast, *Best of Both Worlds*, featuring Watkins and Bueckers, showcase her versatility. She’s a projected top-five pick in the 2026 WNBA Draft. Her Unrivaled deal builds on her 2024 partnership with the league.
🌟 Brand, Influence & Culture Impact
Unrivaled’s NIL deals have sparked excitement on X, with fans posting, “JuJu and Flau’jae with Unrivaled is a game-changer for women’s hoops!” The league’s focus on college stars like Watkins and Johnson aligns with its mission to elevate women’s basketball, following its 2024 debut with Bueckers.
Watkins’ 2 million Instagram followers and Johnson’s 1.5 million amplify their influence, with brands leveraging their authenticity. A June 2025 viral moment, where Watkins trash-talked Johnson during an overtime win, trended on X, showcasing their competitive camaraderie. Angel Reese praised both, saying, “They’re killing it on and off the court.”
The deals elevate women’s basketball’s visibility, with Unrivaled’s $35 million funding signaling investor confidence. Media outlets like *Essence* and *The GIST* hailed Watkins and Johnson as role models, with *The New Yorker* noting Watkins’ “magnetism.” Their rivalry, highlighted by Johnson’s January 2025 snub of Watkins in a starting-five debate, fuels engagement, driving viewership for NCAA and Unrivaled events.
📌 The Distinct Athlete Angle
Unrivaled’s NIL deals with JuJu Watkins and Flau’jae Johnson reflect Distinct Athlete’s focus on empowerment through wealth and influence. Watkins’ $3–$4 million and Johnson’s $2–$3 million net worths, built on NIL earnings of $4.55–$7.1 million and $4.6–$6.65 million, showcase how NCAA rules have leveled the playing field.
These deals, offering $100,000–$250,000 and equity, empower young athletes to build generational wealth, setting a blueprint for others. The NFLPA’s lag in addressing security, as seen in recent burglary scandals, contrasts with Unrivaled’s proactive investment in players, urging sports unions to prioritize financial protections.
Conclusion
Unrivaled’s July 19, 2025, announcement of NIL deals with JuJu Watkins, Flau’jae Johnson, and 12 other college stars marks a pivotal moment for women’s basketball. Watkins’ $3–$4 million and Johnson’s $2–$3 million net worths, driven by NIL, endorsements, and media, reflect the transformative power of the 2021 NCAA policy.
These deals, valued at $100,000–$250,000, empower athletes to secure their futures while elevating the sport. As Unrivaled grows, backed by $35 million in funding, Watkins and Johnson lead a new era of athlete-driven wealth and influence.
Related Reads on Distinct Athlete
- FLAU’JAE, HIDALGO & MILES: NIL QUEENS OF COLLEGE HOOPS
- CFB POWER STRUGGLE: BILLIONS AT STAKE IN PLAYOFF FORMAT FIGHT
- PAIGE BUECKERS CONFIRMS RELATIONSHIP WITH AZZI FUDD
Join the Conversation
Do you think Unrivaled’s NIL deals will reshape women’s basketball? Follow us on Instagram, Facebook, and X @DistinctAthlete.
