The electronic properties and their modulations for the nitrogen-vacancy (NV) centers in various nanoscale diamonds are of profound current interest because of their potential applications. However, although the NV centers as chromophores in diamond are the most widely studied, surprisingly, little is known about their magnetic spin coupling properties up to now. Here, we for the first time show, using the spin-polarized DFT calculations, that the NV centers can act as unique endohedral σ-diradical magnets in diamond nanoclusters and exhibit quite strong ferromagnetic (FM) or antiferromagnetic (AFM) spin coupling characteristics due to their unique endotetrahedral structures with favorable radical-radical contacts. Although the neutral NV center (NV0) in its doublet ground state exhibits quite strong AFM spin coupling among three radical C-sites (i.e., an AFM triradical center), interestingly, excess electron injection can convert it to a FM diradical magnet (i.e., the triplet ground state NV-) with almost unchanged J-coupling magnitude, and the J-coupling of the nanocluster can be noticeably enhanced by F-termination of the surface due to triradical spin delocalization mediated by excess electron. However, interior modification (one C in the endotetrahedron core is substituted by N or B or is hydrogenated) can assign the nanocluster perfect AFM diradical character. The spin coupling strength presents a quasilinear correlation with the distance between the two C radicals in the NV core for the same size of the clusters and a high linear correlation with the energy difference between two singly occupied molecular orbitals. Clearly, the FM and AFM couplings as well as their switching behavior in such NV defect diamond nanoclusters featuring the endohedral σ-diradicals are a novel type of promising magnetic material motifs. These findings open up promising spintronic application prospects of the NV diamonds and provide helpful information for the design of inorganic magnetic materials and logic devices.