Many things make JuJu Watkins a standout on the basketball court — her explosive scoring ability, lockdown defense, and leadership as USC’s star player. But off the court, her middle name has taken center stage, thanks to a clever NIL partnership.
In a move that seems almost too perfect to be true, Watkins has secured a deal with United Airlines, and the reason behind it is both simple and brilliant.
The Perfect NIL Match: United Airlines and JuJu ‘Skies’ Watkins
Watkins has been making waves with her performances at USC. But now, she’s grabbing attention for something beyond her stats — her middle name. As it turns out, Watkins’ full name is Judea “JuJu” Skies Watkins, and that unique middle name has landed her an NIL deal with United Airlines.
Watkins announced the partnership on Instagram, sharing an ad campaign that cleverly highlighted her full name. United Airlines fully embraced the connection, making it the focus of its marketing push.
“Where should we fly first?” Watkins captioned her post, leaning into the aviation theme of her newest endorsement.
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This latest NIL deal is just another addition to Watkins’ rapidly growing portfolio. With an estimated NIL valuation of $765,000, she ranks No. 6 in the college women’s basketball NIL rankings.
The partnership with United Airlines isn’t just a creative branding move, either. It’s a major step in cementing Watkins as one of the most marketable athletes in college sports.
This isn’t the first time United Airlines has entered the NIL space. Last year, they partnered with former Colorado football star Travis Hunter ahead of his Heisman Trophy-winning season in 2024. The airline has an eye for athletes who are soaring — both on and off the field.
While her name is fueling creative marketing deals, Watkins’ game is doing all the talking on the hardwood. The sophomore sensation has been nothing short of electrifying for USC this season.
Through 27 games in the 2024-25 campaign, she leads the Trojans in multiple categories, averaging an impressive 24.2 points, 6.9 rebounds, 3.6 assists, and 2.1 steals per game. Her presence on both ends of the court has made her one of the most dominant players in the nation.
One of her standout performances came in a marquee matchup against in-state rival and then-No. 1-ranked UCLA.
In a game that lived up to its billing, Watkins put on a show, dropping 38 points while also tallying 11 rebounds, eight blocks, and five assists. Her all-around brilliance propelled USC to a massive victory at the Galen Center, solidifying her as one of the top players in the country.
Her on-court excellence has translated into NIL success as well. Represented by Klutch Sports, Watkins is already working with major brands. Along with United Airlines, she has signed lucrative deals with State Farm, Nike, AT&T, and Spotify, proving that her appeal extends far beyond basketball.
Her social media following — 1.3 million strong — has only amplified her marketability, making her one of the most influential athletes in college sports.
From NIL Deals to Super Bowl Stardom
Watkins’ growing brand presence reached a new level this year when she was featured in Nike’s first Super Bowl commercial in nearly 30 years. The ad was a celebration of women’s sports, featuring a lineup of female athletic icons, including Caitlin Clark, Sabrina Ionescu, A’ja Wilson, UCLA gymnast Jordan Chiles, and Olympic sprinter Sha’Carri Richardson.
While Watkins continues to thrive off the court with endorsements, she has unfinished business on the hardwood. USC and UCLA are set for a highly anticipated rematch in the regular-season finale.
KEEP READING: JuJu Watkins Leads Latest Player of the Year Award Odds
The stakes couldn’t be higher, as both teams are tied for first place in the Big Ten. The winner of the game will not only claim the regular-season title but also secure the No. 1 seed heading into the conference tournament.
Watkins, fresh off a dominant showing against UCLA in their last matchup, will once again be at the center of attention. Can she deliver another game-changing performance and lead USC to a championship? Fans won’t have to wait long to find out — the showdown tips off at 9 p.m. ET on FOX, and all eyes will be on Watkins as she looks to finish the season on top.
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