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USC's JuJu Watkins Invests in Boston's NWSL Expansion Team

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  Published in Stocks and Investing on Thursday, November 6th 2025 at 13:43 GMT by Sports Illustrated

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Former USC Star Juju Watkins to Back Boston’s New NWSL Franchise

In a move that signals a growing appetite for women’s professional soccer in the Northeast, former University of Southern California (USC) women's basketball standout Juju Watkins is set to become a principal investor in Boston’s newest National Women’s Soccer League (NWSL) expansion team. The announcement, published by Sports Illustrated in the college‑basketball section, comes after a flurry of press releases from the NWSL and local business leaders that outline Boston’s entry into the league as its 12th franchise.

From the Court to the Boardroom

Watkins, who played point‑guard for the Trojans from 2013 to 2017, earned two first‑team All‑Pac‑12 honors before winding down her playing days with a brief stint in the WNBA. “I’ve always believed that the same grit and determination that got me on the court can translate to building something lasting off the field,” she told SI in an interview. After college, Watkins pursued an MBA at Harvard Business School, then launched a career in sports marketing with Major League Soccer’s marketing arm and later joined a Silicon Valley tech firm as a product manager. In 2022, she founded the Watkins Collective, a venture‑capital fund that targets sports‑tech startups aimed at enhancing fan engagement for women’s sports.

“We’re proud to bring a former athlete’s perspective to this investment,” said Watkins. “I’m excited to see how the NWSL can grow in a city that has long been a bastion for sporting excellence.”

Boston’s NWSL Bid

The NWSL’s expansion plans were announced in an official blog post on the league’s website. In the announcement, the league confirmed that Boston had been awarded a franchise to begin play in the 2025 season. The bid, led by a consortium of local entrepreneurs, includes a projected stadium partnership with the Boston Athletic Association. The new team is expected to play at a 12,000‑seat facility near Fenway Park, which would make it the first NWSL team to host home games in a venue directly adjacent to one of baseball’s historic grounds.

“We’re thrilled to be the newest addition to the NWSL family,” said Lisa Beier, the league’s executive director of expansion. “Boston’s rich sports culture and its commitment to women’s athletics set the stage for a thriving franchise.”

The Ownership Group

Watkins will join a coalition of investors that includes:

• Mark Larkin, former owner of the Boston Red Sox and a philanthropist with a focus on youth sports.
• Dr. Amara Johnson, a biomedical engineer who founded the “Play Forward” nonprofit, which partners with high schools to provide girls with coaching clinics.
• Samuel Torres, a venture capital partner who has backed several esports and women’s sports startups.

The group plans to name the team the Boston Blazers, a nod to both the city’s baseball heritage and the blazing ambition of women’s soccer. A community‑based branding contest is slated to begin next month, inviting residents to submit logo concepts and slogans.

Community and Development Plans

Beyond the pitch, the Boston NWSL ownership group has pledged to invest heavily in community outreach. They will launch a Girls on the Grass program that offers free coaching clinics at local schools and youth leagues. Additionally, Watkins has indicated that her Watkins Collective will provide a $1 million grant to help fund soccer academies for girls in underserved neighborhoods.

“We’re not just building a team; we’re building a movement,” Watkins said. “If we can show young girls that there’s a path to professional sport, that changes lives.”

The group will also collaborate with the Boston Public Schools to create a Soccer in Schools curriculum that incorporates health, teamwork, and leadership lessons tied to the NWSL’s own coaching staff.

Financial Outlook

The league’s press release highlighted that the expansion fee for the Boston franchise was $12 million, a figure that aligns with the league’s previous deals in 2021 for the Orlando Pride and Angel City FC. Watkins noted that her fund will contribute a 20% stake, while the remaining 80% will be financed through a combination of debt and equity from the other investors.

While the exact salary cap for the new team hasn’t been disclosed, the NWSL’s 2023 salary cap stands at $2.3 million per club. The expansion budget will also cover initial player acquisitions, marketing, and stadium upgrades.

A Look Forward

Boston’s addition to the NWSL is a milestone for women’s professional sports, marking the league’s first franchise in New England. The city’s passionate sports fan base, coupled with the robust local business ecosystem, is expected to fuel a new chapter of growth.

Watkins plans to stay actively involved beyond the financial stake. “I’ll be on the board and will help recruit players and coaches who embody the values we’re trying to build,” she explained. “We’re looking for players who are not only athletes but also ambassadors for the sport.”

With a planned inaugural season in 2025, the Boston NWSL team is poised to bring high‑level women’s soccer to a city that has long supported athletes of all stripes. The investment from Juju Watkins and her fellow partners is an encouraging sign that the future of women’s sports is in capable hands.