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LSU women's basketball stars sign major NIL deal with Unrivaled

On3 imageby: Matthew Brune07/20/25MatthewBrune_
LSU guard Flau'jae Johnson
David Butler II-Imagn Images

LSU guards Flau’Jae Johnson and MiLaysia Fulwiley were among the headliners as Unrivaled – the 3v3 women’s basketball league – announced a major NIL activation. The up-and-coming league signed 14 star college athletes to NIL deals during WNBA All-Star Weekend in Indianapolis

UConn star Azzi Fudd and USC’s Juju Watkins – both of whom previously signed NIL deals with Unrivaled, along with former UConn sensation Paige Bueckers, headline this venture. Bueckers and Johnson secured equity stakes in the league as part of their deals while Watkins was part of the $28 million investment round.

Notre Dame guard Hannah Hidalgo, UCLA forward Lauren Betts, and TCU guard Olivia Miles are also on some of the standout names on board. Betts’ sister Sienna, Texas forward Madison Booker, Iowa State center Audi Crooks, South Carolina guard Ta’Niya Latson, UCLA guard Kiki Rice, UConn forward Sarah Strong and Michigan guard Syla Swords round out the group.

“Investing in elite women’s basketball talent is central to Unrivaled’s mission,” said Unrivaled President of Basketball Operations Luke Cooper in a statement. “This transformational, first-of-its-kind initiative brings together the best of the best and reflects our deep commitment to elevating the women’s game and holistically supporting athletes.”

Unrivaled had its debut season last year after WNBA stars Breanna Stewart and Napheesa Collier co-founded the league. It includes six teams that compete in a 3-on-3 format, and the league is planning to add two expansion teams in 2027, as well.

Johnson and Fulwiley continues to prepare for her 2025-2026 season with LSU as one of the top players in the country and now has further ensured her future as the WNBA and Unrivaled continue to work to grow the sport and the league.

Unrivaled continues star-studded NIL initiatives

Through its latest NIL activation, Unrivaled continues to invest in the rising stars in women’s basketball. Flau’jae Johnson and JuJu Watkins are widely considered two of the top names in college women’s hoops, and Azzi Fudd is a rising star after playing a crucial role in UConn’s national championship this past season.

Johnson boasts the highest On3 NIL Valuation in college women’s basketball at $1.5 million, which puts her atop the women’s college basketball NIL rankings. Watkins sits right behind her at No. 2 with a $739,000 On3 NIL Valuation and Fudd ranks No. 6 at $218,000.

Unrivaled also forged a partnership with Paige Bueckers last year before the Dallas Wings selected her No. 1 overall in the WNBA Draft. She’s preparing for her first All-Star Game amid an impressive rookie season and signed a three-year deal with Unrivaled in April.

All 14 players who signed NIL deals with Unrivaled will participate in a summit July 31-Aug. 2. Called The Future is Unrivaled, it will include basketball development sessions and the players will also participate in content for the league.

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