Tuesday September 26, 2023
The Best Employers in Sports Survey is Now Open!

Despite Its Best Efforts, USC Is Struggling With NIL Reputation

  • USC has worked hard to develop an NIL program that is above-board.
  • But rumors and outside donors have already threatened that reputation.
Gary A. Vasquez-USA TODAY Sports
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

USC has worked hard to develop a reputation in the NIL era of being completely above-board.  

But the past few months have threatened that image.

The saga at USC illustrates that despite a school’s best efforts, the NIL era has largely ripped control away from departments. Now, they have to grapple with outside entities paying current — or even prospective — players. 

USC tried to get ahead of this dynamic. It worked with an outside agency to develop a group called BLVD that would be available to athletes as an NIL agency. 

  • The organization was above-board because it was only available to current athletes, and therefore couldn’t be considered one that offers recruiting inducements.
  • It also was separate enough from the school that it satisfied a California state law saying the department itself couldn’t be involved in deals.

But shortly before the announcement of the program’s launch, rumors swirled that USC had somehow “tampered” with wide receiver Jordan Addison, who had transferred from Pitt. Though the rumors were unsubstantiated, they still made both local and national headlines.

Now, there’s another potential complication: A group of disenchanted boosters are planning to launch an NIL collective aimed at paying football players “the equivalent of a base salary,” the LA Times reported.

The new collective reportedly has no plans to push the NCAA’s boundaries. It will not get involved with recruits — instead only offering deals to current players in exchange for charitable activities.

But there’s always a risk that an outside collective could make a wrong move and jeopardize a school’s — or its athletes’ — reputation. 

Despite the complications for USC officials, the athletes themselves will benefit.

The NCAA has made it clear that if it does enforce NIL rules, it will go after the schools rather than the players. So far, no state legislature has looked to punish its own local athletes for violating rules.

For players, there’s no downside if more money is being thrown their way.

USC did not immediately respond to a request for comment.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Coach Prime bringing improved tv ratings.

Coach Prime's Colorado Changing College Football Viewing Habits

The excitement around Deion Sanders and Colorado is helping drive record September TV ratings for college football.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Sponsored

How Daktronics Helps Elite Athletic Programs Secure Top Talent

How colleges are utilizing Daktronics' displays to elevate recruiting.

WBD Pursues ‘Different’ Strategy For Sports on Max

Company to place all of its live sports on new streaming tier
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

0:00
0:00

Featured Today

NFL's Swift Mania Starting To Show Impact Through Merch Sales, Viewership

Taylor Swift stole the NFL's spotlight by attending Sunday's Chiefs game.
First Take vs. FS1
September 26, 2023

Sharpe: 'First Take' Would Still Beat 'Undisputed' Without Stephen A.

Even if Smith leaves, Sharpe said he will still beat Skip Bayless in the ratings.
Rob-Manfred-MLB
September 25, 2023

Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Big-12

Texas, Oklahoma's Big 12 Exit Could Have Cost $60M More

The school's move to the SEC is costing about $100 million.
Tickets for Colorado’s upcoming road game against Oregon are more expensive than 14 of 16 Week 3 NFL matchups.
September 20, 2023

Deion Sanders' Impact Makes Tickets Pricier Than NFL Games

Colorado-Oregon tickets are pricier than most Week 3 NFL matchups.
Renderings of the University of Virginia's new proposed athletic facilities.
September 20, 2023

Virginia Joins The College Facilities Arms Race

UVA plans to upgrade football and Olympic sports facilities.
Michigan State head coach Mel Tucker speaks at post game press conference after 31-7 win over Central Michigan at Spartan Stadium in East Lansing.
September 19, 2023

Mel Tucker Firing Would Prevent $80M Buyout on Historic Contract

Tucker was suspended after a report of alleged sexual harassment.
SMU has raised $100 million from donors before it forgoes media rights payments for the first nine years of its ACC tenure.
September 18, 2023

SMU Raises $100M for ACC Move as Basketball, Football Sales Surge

SMU has raised $100 million ahead of its 2024 move to the ACC.
September 17, 2023

Coach Prime, Unbeaten Colorado Keep Larger-Than-Life Hype Going

Boulder was the epicenter of college football over the weekend.
September 17, 2023

Learfield Recapitalization Extends Private Equity Presence In College Sports

Deal advances private equity's presence in college sports
September 14, 2023

Dartmouth Men’s Basketball Players File Petition to Unionize

There are two other similar NLRB cases pending.