Times have really changed in the world of sports endorsements, especially with the rise of the NIL culture in the NCAA. Athletes are no longer waiting until they hit the professional stage to cash in on their fame; they’re grabbing the opportunity while still in college. And no one seems more ready to embrace these changes than WNBA and Nike star Sabrina Ionescu. 

“I love a good Nike family reunion,” the Liberty guard said, reflecting on the new Nike deal of athletes JuJu Watkins and Paige Bueckers. “When one person wins, we all win.” She goes on to emphasize the importance of uplifting the next generation, stating, “Being able to see JuJu, Paige, myself, like so many of us being able to do that is really, really exciting.” 

Ionescu, who has been with Nike since 2020, highlights the growing opportunities for athletes, proudly recognizing talent from beginners to pros. “Who knows? Maybe high school players are going to be next,” she added, signaling a bold admission about the future of NIL (name, image, and likeness) in high school sports.

And let’s not forget that high school NIL policies have begun to gain traction. According to Business of College Sports,  as of July 26, 2024, 39 states officially allow high school athletes to engage in NIL deals starting in the 2024-2025 academic year. However, these policies include restrictions such as prohibiting schools from facilitating deals and banning specific industries like gambling, alcohol, and adult entertainment.

Hence, with the implementation of NIL and the rise of the WNBA, the Olympic medallist’s prediction may become a reality in the coming years and guarantee a brighter future. Speaking of bright futures, Watkins has been making headlines lately, especially after securing one of the most lucrative endorsement deals in women’s basketball.

The USC Trojans’ guard, who’s just stepping into her sophomore season at USC, inked a multi-year contract extension with Nike that’s being touted as one of the richest in the sport. And to think, it all started when she signed her first contract with Nike back in 2022, right before she even committed to USC.

Although financial details haven’t been disclosed, her deal is believed to be worth at least seven figures annually. Moreover, the buzz around JuJu isn’t just about the money; it’s about her impact on the younger generation.

JuJu Watkins’ historic deal paves the way for the aspiring athletes

As one of the few to sign such a massive endorsement deal with Nike—considered among the richest in women’s basketball history—the 19-year-old is setting a new standard for future generations. Now, she joins the ranks of other influential female athletes. 

Watkins’ rise started long before her college days at USC, with celebrities like Chris Brown and 2 Chainz attending her high school games. Even NBA legends like LeBron James have declared, “She’s the next greatest thing in women’s basketball.” And well, she is on it.

The college basketball star has proved she doesn’t just dominate on the court; she’s rewriting the rules of it, too. This Nike deal isn’t just a personal milestone, it’s symbolic of the new opportunities young athletes can aspire to. Moreover, the No. 12 Jersey of USC aims to uplift women’s basketball in Los Angeles and beyond.

“I owe a lot of my success to my family and my city,” she expressed. “I want to be a testament to what can happen when you work hard.” Despite so much attention, with leading the NCAA WBB in points per game under Caitlin Clark and back-to-back record-breaking performances, she continues to show she is not just the ‘talk.’

“I think women’s basketball is constantly evolving, so just to be a part of that… is an honor,” Watkins said. All in all, she is truly a big name in the making, and her ambition extends beyond personal accolades. By signing this landmark deal, she is leading the younger generation of women’s sports with a clear message: ‘Dream bigger and aim higher​.’