JuJu Watkins is the newest member of State Farm’s women’s basketball roster, joining Indiana Fever star Caitlin Clark.

On Monday, the insurance giant announced that it had signed USC’s star to its second-ever name, image, and likeness (NIL) deal with a commercial to come soon after the announcement. State Farm is also the title sponsor of Unrivaled, a new 3v3 women’s basketball league created by Napheesa Collier and Breanna Stewart.

Watkins’ commercial will feature the star along with ‘Jake from State Farm,’ the spokesman and mascot for the brand. In a statement, the 19-year-old explained what it meant for her to be joining a brand that is willing to invest in the growth of women’s basketball.

“It’s an honor to partner with State Farm,” her statement read, per CNBC. “Not only are they one of the biggest brands in sports, they’ve also been investing in basketball and in the women’s game for decades.”

Kristyn Cook, State Farm’s chief marketing officer, explained in a statement why the insurance giant elected to bring in a player like Watkins to help bolster their growing basketball lineup, one that is beginning to focus more on elevating women’s basketball.

“We want to make sure we represent the diversity of customers that we serve,” Cook said in a statement. Additionally, Cook mentioned how State Farm had been one of the most consistent partners of women’s basketball, often showcasing the biggest stars in commercials to help grow the league’s presence.

Caitlin Clark #22 of the Indiana Fever reacts against the Atlanta Dream on August 26, 2024 at State Farm Arena in Atlanta, Georgia.

Caitlin Clark is joined by JuJu Watkins as one of State Farm’s women’s basketball signees ( 

Image:

Photo by Paras Griffin/Getty Images)

“We’re very proud of having a decade long investment in women’s sports in particular,” she continued. “And so we’ve seen the business value firsthand. … I think every brand should be asking, ‘How should women’s sports be part of the business strategy?'”

Watkins’ addition to State Farm’s women’s basketball roster is just the latest in the USC star’s impressive NIL portfolio. Recently, Watkins celebrated the release of her documentary, ‘On the Rise: JuJu Watkins,‘ which centered around the star’s life and how she came to the conclusion of playing for the Trojans.

The series is produced by LeBron James’ company, Uninterrupted, alongside Klutch Sports and 4.4.Forty. Speaking to the Hollywood Reporter, Watkins explained what it was like for someone like her to be featured in a documentary created by some of the most prominent names in basketball.

“I’m an introvert, so I don’t really share that much online, honestly,” Watkins said. “I think to just give people more perspective into who I am, and my family, my friends, I think that’s also an important dynamic. And like I said, I’m introverted, so this is kind of my way of sharing myself a little bit with everyone else.”

On the day of the documentary’s release, many former and current basketball stars came out to Galen Center to show their support for Watkins as USC took on Notre Dame. Music legend Snoop Dogg and Hollywood star Michael B. Jordan also was on hand to watch the game.

With Watkins now State Farm’s newest addition along with her documentary, Trojans head coach Lindsay Gottlieb expressed how women’s sports will continue to be a force, especially in Los Angeles. “I think we’re proving that – look at this building, the sellout, the star power that’s here, the regular people who come to watch great basketball, it’s really I think an important thing,” she began.

“This is a great weekend for the sport in LA and we’re glad to be a part of it. We’re just disappointed that we didn’t hold up our end for our home fans.”