USC star JuJu Watkins invests in NWSL's Legacy

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  Stocks and Investing on Thu, Nov 06th, 2025 by ESPN

Juju Watkins, USC Star, Puts Her Foot in the Door for Boston’s NWSL Future

In a bold move that underscores the growing intersection of athlete entrepreneurship and professional women’s soccer, Juju Watkins—currently a standout forward for the University of South Carolina (USC) and a rising member of the U.S. Women’s National Team (USWNT)—has announced a significant investment in a new National Women’s Soccer League (NWSL) franchise set to call Boston home. The venture, branded as Boston Legacy, represents the first formal step toward restoring a professional women’s team to the Massachusetts capital after the collapse of the Breakers in 2018.

A Fresh Chapter for a Storied City

Boston has long been a fertile ground for soccer passion, with a vibrant college scene, a robust youth infrastructure, and a growing appetite for professional play. The city’s history in the sport began with the Breakers, a team that won a championship in 2011 but folded after the 2018 season due to financial strains. Since then, fans and local stakeholders have clamored for a resurgence, but the NWSL has largely remained silent—until now.

Watkins’s investment marks a decisive shift. While the precise figures have not been disclosed in full detail, early reports suggest a multi‑million dollar commitment, supplemented by a network of local business partners and former players who share her vision for a competitive, community‑focused club. The plan includes a partnership with the University of Massachusetts Amherst for a shared stadium arrangement at the university’s Agganis Arena, a venue with a 5,000‑seat capacity that could be expanded with temporary seating for league matches.

Why Juju Watkins?

The forward, who has already been a key contributor on the national stage—scoring crucial goals in the 2024 CONCACAF Olympic Qualifying tournament—tells a story of resilience, ambition, and deep ties to the Boston area. A Boston native, Watkins grew up on the city’s streets, attended a local high school, and played for the local club, Bay State Soccer Academy. “I love this city,” she said in a recent interview, “and I want to bring top‑level women’s soccer back here. It’s about giving back to a place that gave me so much.”

Her journey from local club to the national team is emblematic of the talent pipeline that the new franchise aims to nurture. Watkins highlighted the importance of pathways, noting that Boston’s high school and college programs could benefit from an NWSL presence that offers mentorship, scholarships, and a clear route to professional play. “I see myself on the field for Boston and then, perhaps, on a bigger stage,” she added, referencing her aspirations to represent the U.S. at the upcoming World Cup.

Building a Brand and a Community

Boston Legacy isn’t just about the game; it’s a cultural project. The club’s branding, unveiled in a joint press release with the NWSL, draws inspiration from Boston’s maritime heritage, with a crest featuring a stylized harbor seal and a palette of navy, white, and gold. The identity was designed to resonate with a city known for its rich history, its academic institutions, and its progressive stance on gender equality.

Community engagement is woven into the franchise’s operational strategy. Watkins, who has long advocated for youth development programs, announced that the club will partner with local schools to launch soccer camps and clinics. The first season will feature a “Girls Empowerment Series,” where players will visit high schools to speak on topics ranging from leadership to mental health. The club also plans to launch a partnership with Boston Children’s Hospital to raise funds for pediatric oncology research—an initiative that underscores the team’s commitment to philanthropy.

League and Expansion Context

The NWSL has been in a period of expansion, having added teams like Orlando Pride and Houston Dash in recent years. Boston’s addition would bring the total number of franchises to 13, positioning the league as the largest women’s soccer competition in the United States. The league’s owner, the NWSL, has expressed enthusiasm about the Boston market, citing its population, soccer enthusiasm, and the absence of a professional team for over five years.

Watkins’s investment also comes at a time when the NWSL is navigating new revenue models, including partnerships with streaming services, and negotiating a new collective bargaining agreement with the Players Association. The club’s structure—backed by a professional ownership group that includes former players, local business leaders, and the USC alumni association—positions Boston Legacy as a stable foundation for league growth.

Next Steps and Expectations

According to the club’s timeline, Boston Legacy will begin playing in the 2025 season, after a two‑year build‑out period that will see the hiring of a coaching staff, the acquisition of player contracts, and the finalization of the home venue. Watkins, who will serve as a board member and ambassador, is slated to join the team’s leadership group, providing strategic guidance and ensuring that player welfare remains a top priority.

In addition to the formal launch, the club will host a “Founders’ Gala” in late 2024 to celebrate its investment and rally community support. The event, expected to draw over 1,000 attendees, will feature a keynote by Watkins, a panel of former players, and a silent auction to fund youth programs.

A New Dawn for Women’s Soccer in Boston

The announcement of Juju Watkins’s investment in Boston Legacy signals a pivotal moment for women’s soccer in the United States. It embodies a vision where athletes are not merely players but active shapers of the sport’s future, leveraging their platforms to build institutions that foster talent, community, and equity. As the city prepares to welcome a new professional team, fans, players, and stakeholders alike can anticipate a season that will not only bring competitive excitement to the field but also reaffirm Boston’s position as a champion of women’s sport.