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USC star JuJu Watkins inks NIL deal with United Airlines

ns_headshot_2024-clearby:Nick Schultz•02/27/25•

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USC guard Juju Watkins
© Robert Hanashiro / USA TODAY NETWORK via Imagn Images

Since arriving at USC, JuJu Watkins has become one of the top names in college basketball. But her middle name is the one getting attention through an appropriate NIL deal.

Watkins is partnering with United Airlines, she announced via Instagram. The campaign features her full name – Judea “JuJu” Skies Watkins. That’s her actual middle name, as the company noted in the ad.

It’s the latest notable addition to Watkins’ growing portfolio of NIL deals. With a $765,000 On3 NIL Valuation, she ranks No. 6 in the college women’s basketball NIL rankings.

“Where should we fly first?” Watkins wrote in her post.

A partnership with Watkins is the latest notable venture into the NIL space for United. The airline also partnered with former Colorado star Travis Hunter ahead of his Heisman Trophy-winning season in 2024.

JuJu Watkins continues to shine on, off the court

JuJu Watkins is in the midst of an impressive sophomore season after bursting onto the scene as a freshman a year ago. Through 27 games in 2024-25, she leads USC with 24.2 points, 3.6 assists and 2.1 steals per game. She’s also averaging 6.9 rebounds and 2.0 blocks.

Watkins’ biggest game of the year came in one of the highest-profile matchups of the season. As USC took on in-state rival and then-No. 1-ranked UCLA, she totaled 38 points, 11 rebounds, eight blocks and five assists to help lead the Trojans to the thrilling victory at the Galen Center.

Repped by Klutch Sports, Watkins is also thriving in the NIL space. In addition to her deal with United, Watkins has agreements with State Farm, Nike, AT&T and Spotify as part of her growing portfolio. With a $765,000 On3 NIL Valuation fueled by 1.3 million social media followers, she ranks No. 9 in the On3 Women’s NIL 100.

As part of her NIL deal with Nike, Watkins appeared in the company’s first Super Bowl commercial in almost 30 years. The ad promoted women’s sports and included women’s basketball stars Caitlin Clark, Sabrina Ionescu and A’ja Wilson, as well as UCLA gymnast Jordan Chiles and Olympics track star Sha’Carri Richardson.

USC and UCLA will square off in a high-profile rematch Saturday in the regular-season finale. That game tips off at 6 p.m. PT on FOX. The two teams are tied for first place in the Big Ten, meaning the winner will win the regular-season title and earn the No. 1 seed in the conference tournament next week.