Over the past five years, name, image and likeness licensing has completely changed the world of college sports. In less than half a decade, we have gone from college athletes not being allowed to receive a cent of endorsement money to players getting paid millions of dollars each year to compete for their schools.
Although USC was slow in adapting to the NIL game, the Trojans seem to have figured out the new landscape over the past year or two. In her latest “State of Troy” message this past week, USC athletic director Jennifer Cohen updated the Trojans’ NIL efforts.
“Since July, USC student-athletes have engaged in more than 250 third-party NIL deals with more than 80 businesses,” Cohen wrote. “While engagement spans nearly every program, we are working to ensure all 23 programs secure NIL deals by the end of the year.
“Athlete influencer marketing and NIL opportunities create meaningful value for both athletes and brands. If you’re interested in partnering with a student-athlete or learning more about how your business or brand can get involved, please fill out this form and review the rules education available on our website.
“Additionally, nearly 55 percent of these deals are with women’s student-athletes. These engagements provide life-changing opportunities for our student-athletes, and we are eager to keep building an NIL infrastructure that helps Trojans grow their personal brands, leverage USC’s global brand, and maximize their NIL opportunities.
“Trojan Family, none of this is possible without your generosity. As we work to Win the Era, Together, we hope to inspire every Trojan to support in whatever way they can. Whether you’ve purchased a ticket, tuned in on television, shared on social media, or donated to the Trojan Athletic Fund, you’ve helped us win, and we are incredibly grateful for your support.
“I also want to encourage you to check out our new website for the Trojan Athletic Fund, which we refreshed this year to better engage our fans and better support our student-athletes. TAF’s refresh includes several changes designed to improve stewardship and recognition of our loyal and generous supporters, and these changes are detailed in full at TrojanAthleticFund.com.”
With Cohen leading the way, USC’s NIL efforts appear to be in a very strong place. That is a great development for both the football program and the rest of the Trojans’ teams as they seek to recruit and retain the top talent in the country.
This article originally appeared on Trojans Wire: USC athletic director Jennifer Cohen gives update on Trojans’ NIL
Reporting by Adam Bradford, Trojans Wire / Trojans Wire
USA TODAY Network via Reuters Connect
