The USC Trojans have been making real moves in the world of Name, Image, and Likeness (NIL) deals. It’s a pretty big shift in how they’re handling college athletics these days.
With Jen Cohen now at the helm as Athletic Director, USC hasn’t just kept up—they’ve actually gotten ahead. Student-athletes are landing better opportunities than ever. Let’s take a look at what’s changed and where they’re headed, especially across all their sports programs.
USC’s NIL Journey: From Slow Starters to Market Leaders
Honestly, USC didn’t jump in right away when the NIL rules changed. They took their time, maybe a little too much at first.
But now, Athletic Director Jen Cohen is sharing some eye-catching numbers. Since July, USC student-athletes have signed over 250 NIL deals with more than 80 different businesses. That’s not just football—it touches nearly every program.
The plan is to get NIL deals for all 23 sports by year’s end. If you want a deeper dive, here’s the full article on their progress.
Football’s NIL Success: A Catalyst for Recruiting
Football’s always in the spotlight, and NIL is no exception. The Trojans’ staff pulled in the No. 1 recruiting class, which, let’s be honest, doesn’t happen by accident these days.
It’s not all about throwing money around, but competitive NIL offers probably helped bring in top-tier talent. Five-star recruits like:
- Mark Bowman – Tight End
- Luke Wafle – Edge Defender
- Keenyi Pepe – Offensive Lineman
USC also hung on to some key players already on the roster. Quarterback Jayden Maiava and defensive linemen Jide Abasiri and Braylan Shelby are all sticking around.
All five starting offensive linemen are coming back for the 2026 season, which should make a difference.
Emphasis on Women’s Sports: A Balanced Approach
USC isn’t just focusing on football when it comes to NIL. Nearly 55 percent of these deals are going to women’s student-athletes, which is honestly pretty great to see.
Cohen points out that these deals help student-athletes build their own brands. They’re getting to use USC’s global reach to really make the most of NIL.
Women’s Basketball: A Beacon of NIL Success
Women’s basketball might be the best example of how this is working. Even with star guard JuJu Watkins sidelined for the 2025-26 season after a torn ACL, the team found ways to shine.
Freshman Jazzy Davidson stepped up and snagged National Freshman of the Year honors. The 2026 recruiting class is stacked, too, with three five-stars: Saniyah Hall, Sitaya Fagan, and Sara Okeke.
They didn’t make it past South Carolina in the NCAA Tournament, but with Watkins returning and the new recruits, USC’s looking like a real contender next season.
Men’s Basketball: Building a Strong Foundation
Eric Musselman’s got the men’s basketball squad moving in the right direction. NIL deals have helped them pull in five-star talents Alijah Arenas and Christian Collins.
They managed to keep star guard Rodney Rice, even though he missed most of last season with an injury. There’s a sense that USC’s building something special—and honestly, it feels like they’re just getting started.
Future Prospects: A Comprehensive NIL Strategy
USC’s progress in the NIL arena shows a real commitment to student-athletes’ success. The university is building an infrastructure that helps athletes secure deals and develop their personal brands.
They’re also leveraging USC’s global influence. This approach aims to make sure every program, from football to women’s basketball, gets a fair shot at the opportunities that NIL rules bring.
USC Trojans have come out strong in the NIL landscape, with Athletic Director Jen Cohen playing a big part. They’ve secured over 250 third-party deals and put a real focus on opportunities for women’s sports.
USC seems to be setting a fresh standard in college athletics. If they keep up this momentum, it’s hard not to feel optimistic about what’s next for all their sports programs.
For more detailed insights into USC’s NIL achievements, visit the full article.
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