JuJu Watkins Makes History with Exclusive Fanatics Deal
In a groundbreaking move that has the sports world buzzing, USC women’s basketball sensation JuJu Watkins has inked an exclusive, multiyear agreement with Fanatics and its trading card division, Fanatics Collectibles. This deal is a significant milestone as Watkins becomes the first women’s college athlete to secure such a partnership.
Watkins, who has been a unanimous first-team All-American in 2024 and the 2025 Big Ten Player of the Year, is set to have her name and image featured on a range of Fanatics-branded memorabilia. This includes signed photos, basketballs, and other collectibles, as well as autographed cards and game-worn memorabilia that will be incorporated into trading cards. While Watkins has previously appeared in Bowman products, this new deal will see her donning a USC Trojans uniform for the first time in the 2025 Bowman University Chrome Basketball set, which is slated for release on April 3, 2025.
But Watkins isn’t the only star making waves in the trading card world. The 2025 Bowman University Chrome Basketball set will also mark the debut of Duke basketball standout Cooper Flagg, who signed a similar deal with Fanatics earlier this year in January.
According to Fanatics, Watkins’ deal “will continue into the next level of [her] career,” which is particularly intriguing given that Panini currently holds the exclusive WNBA trading card license. This raises questions about the future of trading card rights, especially as Panini’s agreement with the NBA to produce trading cards is set to expire this year.
𝐈𝐓’𝐒 𝐎𝐅𝐅𝐈𝐂𝐈𝐀𝐋: We’re excited to announce that we’ve signed an exclusive trading card & memorabilia deal with JuJu Watkins. pic.twitter.com/3pj4VTAvoG
— Topps (@Topps) March 14, 2025
Fanatics Collectibles CEO Mike Mahan recently shared on the Geoff Wilson Show that Fanatics is poised to take over NBA cards fully in October. Additionally, the MLB debut patch concept will be expanded to include NBA and NFL once rights transition in 2026. However, there has been no confirmation on whether WNBA rights will be included with the NBA rights. The situation is further complicated by ongoing legal battles, as Panini and Fanatics are currently engaged in competing lawsuits over league and union licenses.
- JuJu Watkins is the first women’s college athlete to sign an exclusive deal with Fanatics.
- The deal includes signed memorabilia and game-worn items.
- Watkins will appear in the 2025 Bowman University Chrome Basketball set.
- Cooper Flagg will also debut in the same set.
- Fanatics is set to take over NBA trading cards in October.
As the trading card industry continues to evolve, the implications of these deals are vast. For Watkins, this partnership not only cements her status as a trailblazer in women’s sports but also sets a precedent for future athletes. The sports memorabilia market is witnessing a shift, and with Fanatics at the helm, the landscape is poised for exciting developments.
Originally Written by: Dan Hajducky
