USC leverages the Los Angeles market like no one else.
Lincoln Riley's football roster grades inside the national top 13, and the Trojans surround it with one of the most valuable individual brands in all of college sports — women's basketball superstar JuJu Watkins, whose NIL valuation rivals any athlete in the country. Backed by the BLVD collective and a deep Olympic-sport tradition that routinely stocks the U.S. national teams, USC funds a broad, top-15 all-sport NIL operation from the heart of the nation's second-largest media market.
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The Sideline Staff·NIL Desk