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.

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.”

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.

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.