As Watkins' stock rises, her coach—Lindsay Gottlieb—is looking ahead to the star's far future. In a piece published Wednesday afternoon, Gottlieb told Luca Evans of The Orange County Register that she wanted Watkins to own a WNBA team someday.

At just 19, Judea "JuJu" Watkins appears to carry the world's weight, yet the USC phenom — who shattered records in her first season — seems to hold it all easily. Why it matters: Watkins is a rising star in women's college basketball — a new six-episode documentary series dives deep into her life and journey.

USC Trojans star JuJu Watkins is keeping her eyes on the big prize this 2024-25 college basketball season. While Watkins is making the most of the NIL system, as highlighted by her recent endorsement deal with insurance brand State Farm, it doesn't mean she's not focusing on the important task at hand.

A breakdown of JuJu Watkins' game in USC women's basketball's difficult loss against Notre Dame at home on Saturday.

From NBC and Peacock targeting her games to a slew of NIL partnerships, the basketball star’s team has carefully positioned her to become a “transcendent athlete.”

If you’ve been following the story, you know that Watkins ultimately chose the other USC—the University of Southern California—and had a legendary freshman season. She became the top freshman scorer in DI history and led the Trojans to the Elite Eight for the first time since 1994—that was 30 years ago.

University of Southern California star JuJu Watkins is taking over as the face of college basketball. Driving the news: State Farm has signed Watkins to an NIL deal. This is the second-ever student-athlete partnership for the insurance company,