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I’m one of JuJu Watkins’ biggest rivals and Jordan Brand’s first-ever NIL athlete looking to make huge March Madness splash

You know the stars. JuJu Watkins. Paige Bueckers. Hannah Hidalgo. Kiki Rice is looking to make historyGetty It’s the start of the NCAA tournament and all eyes will be on the big names as they enter the madness of March. But there’s another star that should be on everyone’s radar. And she resides in Westwood. A star that sits in the shadows of her crosstown rival, Watkins, and even behind one of her own teammates, Lauren Betts. But the other star that dons the letters U-C-L-A across her chest, KiKi Rice, is ready to take the Bruins somewhere they have never gone before. Forget the Final Four, Rice and the number one overall seeded Bruins want the whole damn thing. UCLA finished the regular season 30-2, with both losses coming at the hands of Watkins and the USC Trojans. However, Rice and the Bruins avenged their two blemishes by defeating Watkins and the Trojans in the Big Ten conference championship game earlier this month. The ladies of Westwood now head into the tournament firing on all cylinders, looking to win their first ever national championship. The 21-year-old junior point guard recently sat down in an exclusive interview with Boardroom to talk about everything from her rivalry with Watkins, to their pursuit of a championship, to being Jordan Brand’s first-ever NIL athlete. Rice and Watkins have battled one another the last two years in big time gamesGetty UCLA finished the regular season 30-2, with both losses coming at the hands of WatkinsGetty UCLA won its first ever Big Ten conference tournament in its inaugural year in the conferenceGetty The UCLA men’s basketball program is the most successful program in college basketball history, with a record-high 11 national titles. Rice and the women of Westwood are in pursuit of their first. “I’m envisioning confetti, holding the trophy, excitement,” Rice said. “I see the sense of pride in my teammates and coaches. Hopefully we get it done.” Rice went on to talk about the healthy rivalry that she has with Watkins and how important it is for women’s college basketball. “To have a great rivalry in a really important place in the country is something that’s going to continue to grow the sport,” she said. March Madness Top Stories Ranking the greatest players in NCAA men’s March Madness history – from Michael Jordan to Magic Johnson ‘This sister is special’ – Stephen A. Smith identifies rising star who can challenge Caitlin Clark’s WNBA dominance NCAA March Madness is bigger and better than the College Football Playoff – the springtime phenomenon is bigger than ever Biggest March Madness upsets in history of NCAA Tournament – top seeds humiliated as small schools enjoy their moment “Every time we play them, we know we’re both going to get up for the game. To see 14,000 people in Pauley, a sold-out arena for a women’s basketball game, is something that none of us take lightly.” Rice signed with Jordan at the young age of 19 and has since added a variety of companies and business to her NIL portfolio, but at the same time she has tried to keep everything in perspective. “In this day and age in the NIL world, sometimes you can come across people who are very transactional,” Rice said. “I want to enjoy life and not focus too much on these transactional things when there’s also a lot for me to focus on and want to grow in elsewhere.” The Bruins have the talent to bring home the national title. Rice and Betts have carried the way so far, but now comes the NCAA tournament. It’s where history is written and legends are made. Let the fun begin. How to watch March Madness in the UK *If you click a link in this box we will earn affiliate revenue March Madness is one of the most exciting times of the year for basketball fans, with a total of 68 teams battling it out to become the Division 1 college champions. This year UConn have the chance to become only the second team ever to complete a March Madness three-peat, having emerged victorious for the last two years. talkSPORT will have the latest news on the tournament, but for UK basketball fans the way to watch is through Sky Sports. The broadcaster will be showing EVERY March Madness game through their Sky Sports + streaming service. Click here to sign up to a Sky Sports subscription, or read our article on the best Sky Sports deals available now.

Mar 20, 2025 - 13:49

You know the stars.

JuJu Watkins. Paige Bueckers. Hannah Hidalgo.

It’s the start of the NCAA tournament and all eyes will be on the big names as they enter the madness of March.

But there’s another star that should be on everyone’s radar.

And she resides in Westwood.

A star that sits in the shadows of her crosstown rival, Watkins, and even behind one of her own teammates, Lauren Betts.

But the other star that dons the letters U-C-L-A across her chest, KiKi Rice, is ready to take the Bruins somewhere they have never gone before.

Forget the Final Four, Rice and the number one overall seeded Bruins want the whole damn thing.

UCLA finished the regular season 30-2, with both losses coming at the hands of Watkins and the USC Trojans.

However, Rice and the Bruins avenged their two blemishes by defeating Watkins and the Trojans in the Big Ten conference championship game earlier this month.

The ladies of Westwood now head into the tournament firing on all cylinders, looking to win their first ever national championship.

The 21-year-old junior point guard recently sat down in an exclusive interview with Boardroom to talk about everything from her rivalry with Watkins, to their pursuit of a championship, to being Jordan Brand’s first-ever NIL athlete.

LOS ANGELES, CA - MARCH 01: USC Trojans guard JuJu Watkins (12) drives to the basket guarded closely by UCLA Bruins guard Kiki Rice (1) during a women's college basketball game between the USC Trojans and the UCLA Bruins on March 1, 2025, at Pauley Pavilion in Los Angeles, CA. (Photo by Brian Rothmuller/Icon Sportswire via Getty Images) — Rice and Watkins have battled one another the last two years in big time games

UCLA finished the regular season 30-2, with both losses coming at the hands of Watkins

INDIANAPOLIS, INDIANA - MARCH 09: Members of the UCLA Bruins celebrating winning the Big Ten Women's Basketball Tournament Championship against the USC Trojans at Gainbridge Fieldhouse on March 09, 2025 in Indianapolis, Indiana. (Photo by Justin Casterline/Getty Images) — UCLA won its first ever Big Ten conference tournament in its inaugural year in the conference

The UCLA men’s basketball program is the most successful program in college basketball history, with a record-high 11 national titles.

Rice and the women of Westwood are in pursuit of their first.

“I’m envisioning confetti, holding the trophy, excitement,” Rice said.

“I see the sense of pride in my teammates and coaches. Hopefully we get it done.”

Rice went on to talk about the healthy rivalry that she has with Watkins and how important it is for women’s college basketball.

“To have a great rivalry in a really important place in the country is something that’s going to continue to grow the sport,” she said.

March Madness Top Stories

Ranking the greatest players in NCAA men’s March Madness history – from Michael Jordan to Magic Johnson

‘This sister is special’ – Stephen A. Smith identifies rising star who can challenge Caitlin Clark’s WNBA dominance

NCAA March Madness is bigger and better than the College Football Playoff – the springtime phenomenon is bigger than ever

Biggest March Madness upsets in history of NCAA Tournament – top seeds humiliated as small schools enjoy their moment

“Every time we play them, we know we’re both going to get up for the game. To see 14,000 people in Pauley, a sold-out arena for a women’s basketball game, is something that none of us take lightly.”

Rice signed with Jordan at the young age of 19 and has since added a variety of companies and business to her NIL portfolio, but at the same time she has tried to keep everything in perspective.

“In this day and age in the NIL world, sometimes you can come across people who are very transactional,” Rice said.

“I want to enjoy life and not focus too much on these transactional things when there’s also a lot for me to focus on and want to grow in elsewhere.”

The Bruins have the talent to bring home the national title.

Rice and Betts have carried the way so far, but now comes the NCAA tournament.

It’s where history is written and legends are made.

Let the fun begin.

How to watch March Madness in the UK

*If you click a link in this box we will earn affiliate revenue

March Madness is one of the most exciting times of the year for basketball fans, with a total of 68 teams battling it out to become the Division 1 college champions.

This year UConn have the chance to become only the second team ever to complete a March Madness three-peat, having emerged victorious for the last two years.

talkSPORT will have the latest news on the tournament, but for UK basketball fans the way to watch is through Sky Sports. The broadcaster will be showing EVERY March Madness game through their Sky Sports + streaming service.

Click here to sign up to a Sky Sports subscription, or read our article on the best Sky Sports deals available now.