JuJu Watkins, the USC guard who averaged 27.1 points per game as a freshman, acquired a minority ownership position in Boston Legacy FC, the NWSL expansion franchise set to begin play in 2026. The deal makes Watkins the youngest ownership partner in the league and positions her as an equity holder in women's soccer while she plays college basketball under NIL rules that prohibit direct endorsement deals with professional leagues but allow passive investment.
The stake size was not disclosed. Boston Legacy is controlled by a group led by Jennifer Epstein, former Arctos Partners executive, and Elizabeth Kessler, who previously ran digital for the Boston Red Sox. The franchise paid a $53 million expansion fee in October 2023, joining Bay FC as the league's 15th and 16th teams. Watkins joins an ownership roster that includes Aly Raisman and Stedman Graham, though her role is described internally as operational, not ceremonial. She is expected to attend launch events and provide input on youth programming.
The timing matters because Watkins cannot sign with the WNBA until 2026, the same year Boston Legacy kicks off. Her NIL portfolio already includes Nike, Klutch Sports, and Beats by Dre, deals structured to avoid conflicts with NCAA amateurism rules that were relaxed in 2021. This investment tests whether college athletes can build equity positions in professional franchises without triggering eligibility issues. The NCAA permits passive ownership if the athlete does not promote the team or appear in league-sponsored content. Watkins is threading that line: she can own the team, but she cannot wear the kit on Instagram.
The move also signals where women's sports capital is flowing. NWSL franchise values have climbed from $2 million in 2019 to a rumored $100 million for resale conversations around Angel City FC. Boston Legacy sold out its 11,000-seat venue deposit list in 72 hours last fall, and the club is in late-stage talks with a kit sponsor expected to pay north of $3 million annually, per league sources. Watkins is betting on the same thesis as Billie Jean King, who took a stake in Angel City, and Mia Hamm, who joined the Washington Spirit ownership group: that women's soccer franchises bought today will trade at multiples in five years.
For USC, the arrangement creates no immediate conflict. Watkins remains eligible and does not appear in Boston Legacy marketing. For Boston, it delivers a name athlete who can activate youth clinics and donor events without requiring appearance fees. For Watkins, it builds a post-playing business foundation while her playing career is still governed by NCAA rules. She is 19 years old.
Watch whether Watkins attends Boston Legacy's first home opener in spring 2026, roughly six weeks after the WNBA draft. If she declares for the draft, she will likely be the No. 1 pick, making her both a franchise player and a franchise owner in different leagues. Also watch whether other college stars follow the same path. The structure is replicable, and the NCAA has not yet issued guidance on ownership stakes acquired before turning professional. The silence is permission until it is not.
Boston Legacy begins play in April 2026. Watkins begins her junior season at USC this fall. The kit sponsor deal is expected to close by summer.
The takeaway
Watkins tests the NIL-to-equity bridge while college eligibility and NWSL expansion timelines align, creating a replicable playbook for athlete ownership.
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