In basketball, timing isn’t just about hitting a clutch shot—it’s also about knowing when to make the right career move. For Juju Watkins, the rising USC sophomore and future WNBA star, her decision to enter the Unrivaled 3-on-3 league raises questions about the perfect moment. While she’s already making a mark as an investor in the league, fans hoping to see her alongside Paige Bueckers and Flau’Jae Johnson on the court will have to wait.

According to Alex Bazzell, president of Unrivaled, the league is looking to usher in the next generation of stars. Speaking on the Good Game with Sarah Spain podcast, Bazzell shared the league’s long-term vision: “I think we always have an emphasis to usher in the new star, you know, the stars of tomorrow. We’re really focusing on Paige, Flau’Jae, and obviously Juju. Juju’s a little further out, but we want to be a place where any college star with aspirations of eventually making it to the WNBA can be.”

Bazzell emphasized the importance of involving these players early, not just when they are eligible to compete in the league. He added: “It was important for us to have a touchpoint early to work on marketing deals and NIL deals, even bring them into the player ownership group. So it’s not a secret we want these players in our league, and we want to make sure that we let them feel like they’re a part of this from day one.”

While Watkins’ on-court presence in Unrivaled may be a future goal, her off-court involvement has already made an impact.

The business of basketball: Watkins invests while Bueckers signs NIL deal with Unrivaled

Watkins isn’t just following in the footsteps of college athletes like Paige Bueckers and Flau’Jae Johnson, who have signed lucrative NIL deals with Unrivaled last year. She’s also carving her own path as an investor, joining notable names like NBA champion Giannis Antetokounmpo, Olympian Michael Phelps, and Fenway Sports Group partner Linda Henry in supporting the league’s $28 million Series A funding round.

Watkins’ decision to invest mirrors a broader trend among athletes capitalizing on NIL opportunities to extend their influence beyond the game. Earlier this year, stars like Flau’Jae Johnson and Oregon guard Deja Kelly made headlines for their investments in Bazooka Candy Brands. For Watkins, the choice to invest rather than play highlights her strategic mindset. As Bazzell noted, “She was adamant in investing.”

Unrivaled’s approach to spotlighting athletes like Bueckers and Johnson demonstrates its commitment to becoming a hub for women’s basketball talent. Bueckers, an icon in her own right, signed her deal with the league in August 2024, followed by Johnson in December. Their presence in Unrivaled’s inaugural season will undoubtedly draw attention, but the absence of Watkins raises the stakes for what the league’s future could look like.

With Watkins still making waves at USC and developing her already immense potential, her eventual participation in Unrivaled seems like a matter of when, not if. In the meantime, her off-court contributions signal that she’s playing the long game—a strategy that aligns perfectly with Unrivaled’s vision.

Much like basketball itself, success in this space requires teamwork, foresight, and knowing when to make your move. For Juju Watkins, that move may not be imminent, but it promises to be unforgettable when it comes.