USC Moves To Cultivate NIL Value

USC announces creation of third-party agency for NIL deals

Adam Grosbard (OC Register —  The USC athletic department is taking its next step in the Name, Image and Likeness arms race across college athletics.

On Wednesday, USC announced a new partnership with media company Stay Doubted to create a third-party agency that will provide NIL services to USC student-athletes who choose to opt in.

The agency, BLVD LLC, will also operate as a media company for USC student-athletes. If one were to opt in, the agency will work to find NIL opportunities from sponsorships to events and merchandising.

USC will not be a party to the agency agreements, nor will it receive any cut of revenue from NIL deals.

“We believe every student-athlete should have access to NIL support resources and currently only about 3% of our student-athletes have engaged professional service providers,” USC athletic director Mike Bohn said in a statement. “We strive to support our student-athletes in all ways, including in the NIL space. We are thrilled to be able to meet this need and make these resources available through a qualified and reputable third party for our student-athletes should they wish to take advantage.”

BLVD LLC will officially launch later in the summer in advance of the fall sports season.

“This agreement and the creation of BLVD are an absolute difference-maker for both our current and future student-athletes,” head football coach Lincoln Riley said in a statement. “There is simply nothing else like this in our sport. Combining BLVD with the significant advantages of being in Los Angeles provides an NIL program that will have no equal.”

ocregister.com

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Steveg
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June 22, 2022 3:18 pm
Reply to  Allen Wallace

What other position does Eldridge play?

Steveg
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Steveg(@steveg)
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June 22, 2022 3:33 pm
Reply to  Allen Wallace

Oh ya!! A 6’4″ running back would be unique but with that speed is going either defense or TE. Can’t figure why he is only 3*. I am sure he will move up to 4* soon.

Jamaica
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June 24, 2022 10:42 am
Reply to  Allen Wallace

Uh oh, I see some “end-arounds) in the future here.

Steveg
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June 22, 2022 1:37 pm

New 3* TE!!

Golden Trojan
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June 22, 2022 10:39 am
Reply to  Allen Wallace

Harbaugh left 12 years ago so you can’t say Shaw was riding on Harbaugh’s talent. Shaw actually has a better record than Harbaugh. Shaw may be running out of juice at Stanford. He should look for greener pastures before he gets fired. An NFL assistant sounds like a good job for him. He doesn’t seem to have the charisma to be a top Power 5 HC, which is so important these days.

Steveg
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June 22, 2022 11:20 am
Reply to  Golden Trojan

Nobody fears playing them anymore? I bet Clay Helton would not want to play them again. So if they have no run game, but McKee is a good Qb, is he going to pick apart the USC D backfield? Something about a Stanford game that makes me uneasy.

TrojanRJJ
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June 22, 2022 12:45 pm
Reply to  Allen Wallace

Allen, Interesting take, but entirely theoretical. Stanford’s culture makes it impossible to pay a white male football coach in excess of $10 million a year. In that culture, a female BB coach is viewed as an equal to a male FB coach. Given pay equity is a big deal in that culture, I just think Stanford football is done absent Condi Rice deciding to become competitive with SC and ND. If she is willing to change the culture, Stanford has the funds and connections to put a top 10 team on the field annually. I just do not seeing it… Read more »

TrojanRJJ
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June 22, 2022 2:35 pm
Reply to  Allen Wallace

I agree with Wilner. It is going to take 6-8 years for the reality of the new collegiate football to sink in. Neither Stanford nor Cal will play the NIL “pay for play game”. Neither has strong enough of a national brand to go the SC route of “you earn it.” Their academics will not allow easily for transfers (except graduate transfers). If this goes the way it appears to be going, the disparity in talent between Oregon, USC, Utah and probably UCLA will be such that Stanford will be forced to make a choice: modify the culture for football… Read more »

TrojanRJJ
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June 22, 2022 2:39 pm
Reply to  TrojanRJJ

I will however be eternally grateful to David Shaw for ending the Reign of the Cat. Both 2021 SC and 2021 Stanford ended up 4-8. Stanford routed SC for its only rout of the season. I think they scored more points that game then their other two high scoring games combined. And, 2 of Stanford’s wins were SC and Oregon. I still expect a tough game in early September. It will probably be the last tough game Stanford is capable of giving the LR Trojans for the next few years.

Steveg
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June 22, 2022 12:45 pm
Reply to  Allen Wallace

That and what appears to be perfect timing.

ATL D.D.S.
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June 21, 2022 2:18 pm
Reply to  Allen Wallace

Next…!

TrojanRJJ
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June 22, 2022 2:40 pm
Reply to  Allen Wallace

Why would UCLA take Douglass? Is he getting a scholarship? Or did they just admit him to the school? If Douglass gets any significant minutes, UCLA is in real trouble.

Steveg
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June 22, 2022 9:16 pm
Reply to  Allen Wallace

Does he look like he ought to be in the movie “The Sandlot”?

ATL D.D.S.
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June 21, 2022 2:19 pm
Reply to  Allen Wallace

We are set with WR’s, I think.

Chris
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June 20, 2022 2:12 pm

Ryan Abraham saying Maximus Gibbs no longer on the roster.

TrojanRJJ
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June 20, 2022 7:05 pm
Reply to  Allen Wallace

LR told us at least 35 kids who were on the 2021 roster would not be on the 2022 roster. I wonder what the final number will be. Basically, we are looking at replacing most of the 2022 2 deep with transfers and true frosh.

volunteerTrojan
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June 21, 2022 6:07 am
Reply to  Allen Wallace

Alas, poor Sherry, already duped. The Cat’s flaws were never hand shaking and talking to people. And if that were only what it took, he’d have several Nattys by now.

ATL D.D.S.
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June 21, 2022 6:16 am

My daughter, the GSU alumnae, is drinking the kitty-Cat Kool-aide. Breaks my heart….

Chris
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June 21, 2022 6:54 am

How can an AD look at what Helton did at USC and still hire him with any confidence? It’s baffling to me how the coaching world works. There are guys who have failed at 3,4, and 5 stops, but they find another job. Crazy.

TrojanRJJ
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June 21, 2022 8:14 am
Reply to  Chris

Chris, First, I am delighted GA Southern hired The Cat. It saves SC I think $3 million in salary. Second, remember Charlie Weiss? He had about the same record at ND that Helton had at SC. After ND fired him, he went to the pros for a couple of years as an OC and then was hired by Kansas as HC. He went 1-11 his first year and 3-9 his second. He got fired 4 games into his third season (2014)and has not coached since. I expect the same fate awaits Helton.

alfa1
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June 21, 2022 9:48 am
Reply to  TrojanRJJ

Yes, but Helton like Weiss, Will by then made enough money to coast the rest of his life.
Even a credentialed Degree is no refuge from gullible presumption.

ATL D.D.S.
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June 21, 2022 2:22 pm
Reply to  Chris

He is a sincere interview. Inspires trust.

But it is crazy that helton’s next job was not running a Young Life camp somewhere…..

ATL D.D.S.
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June 21, 2022 5:00 pm
Reply to  Allen Wallace

She thinks i am just being mean to the new Eagles’ coach from my USC dominated orbit.

What can I say—she is also a Dem.

Last edited 3 days ago by ATL D.D.S.
alfa1
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June 21, 2022 6:02 pm
Reply to  ATL D.D.S.

Be patient DDS,
She no doubt has her own opinion.
Wait till after the season and revisit the Helton discussion. You will of course be able to discuss the improvements made by Riley from your Orbit :-))

ATL D.D.S.
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June 22, 2022 6:08 am
Reply to  alfa1

I think you are right, Alfa1….

TrojanRJJ
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June 21, 2022 9:07 pm
Reply to  ATL D.D.S.

ATL, There is hope. If Helton performs as all of are convinced he will, perhaps that will give her a chance of rethinking her political POV. I recommend Prager U videos to help. They are quite good and normally 5 minutes in length.

ATL D.D.S.
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June 22, 2022 6:09 am
Reply to  TrojanRJJ

Another good idea….

TrojanRJJ
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June 21, 2022 9:08 pm
Reply to  ATL D.D.S.

His next gig when he gets fired in his 3rd year.

Jamaica
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June 21, 2022 5:22 pm
Reply to  Allen Wallace

I was hesitant saying the players CH brought in we’re 2nd rate in place of him being lazy in targeting talent USC was accustomed to bringing in. I didn’t blame these players for jumping at CH’s invitation. For me, it was all about CH being not worthy at all HC’ing here.

Trojan5
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June 21, 2022 7:56 pm
Reply to  Allen Wallace

Other than Trigg, I wonder if there were any guys who left that LR really wanted to stay. We will never know for sure, but I would like to know who got run off or who truly went on their own accord.

Steveg
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June 20, 2022 10:36 am
Reply to  Allen Wallace

I love it when we beat Oregon or ucla for a recruit.

TrojanRJJ
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June 20, 2022 11:00 am
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Steveg, I think UCLA ‘s days as a legitimate rival are fading, just as Stanford’s are, for exactly the same reason – NIL. UCLA will need to run its NIL just as USC is, but its brand is much weaker and its coach simply awful at marketing. SC will own the California market for NIL and will have established itself as a premiere national brand before UCLA removes Chip. Within a very short time (no more than two years), UCLA will simply not be able to match SC for football player dollars. I think UCLA will concentrate its NIL push… Read more »

Jamaica
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June 20, 2022 2:26 pm
Reply to  TrojanRJJ

RJJ I see only Oregon as a willing/able program like USC in this whole conference that will do what is necessary to remain a player in CFB. UDUB was in the past but they don’t seem to try anymore. And Utah becomes competitive when the conference is down like the past few years, much like UCLA. I will believe Kliavkoff when I see more than two PAC-12 programs playing top college football with the best teams in the Nation.

Jamaica
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June 20, 2022 2:04 pm
Reply to  Allen Wallace

Great story Allen, about “our” favorite player! Just wish Matty would have considered being a coach after his CFL playing days were over. If he could teach players how to play like he did, what an asset that would be. Still today, I have never seen a player with the knack of knowing where the ball was like he did. Every game I saw him play, there was a fumble, loss of yardage, pick or important tackle he caused or was involved in.

Last edited 4 days ago by Jamaica
Chris
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June 19, 2022 11:27 am

Riley is tweeting out fight on emojis, three of them. It’s going to be a good day!

Chris
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June 19, 2022 11:40 am
Reply to  Allen Wallace

Agreed. Look at Scott Schaefer’s tweet from the breakfast this morning. Good stuff!

Steveg
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June 20, 2022 6:20 am
Reply to  Chris

Actually 4 emojis now.

Chris
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June 19, 2022 8:25 am

Happy Father’s Day TDBer’s.

Steveg
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June 19, 2022 8:37 am
Reply to  Chris

Back to ya my friend.

RialtoTrojan
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June 19, 2022 9:12 am
Reply to  Allen Wallace

I looked up retirement of jerseys because some guy with a snarky blog was making a huge (and snarky) fuss. It seems the Toronto Maple Leafs were the first to retire a number permanently. In football uniforms came in a set usually one number per set. When the team retired a jersey, it meant taking that jersey from the set. The current retirement etiquette just requires permission from the honored player to reinstate the number. I understand Carson Palmer gave his permission. That alone says something about the players scheduled to wear it. Thinking logically, most stars are from a… Read more »

Steveg
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June 19, 2022 7:44 am

So USC has had a huge weekend, what is going to come out of it? Anyone have any ideas?

Chris
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June 18, 2022 1:40 pm

I’ll bet we get multiple huge commitments by the end of the weekend. I’m also thinking we end up with a top 3 class in the country if not higher. I listened to a national recruiting podcast this morning and the comment or said this is the best collection of talent visiting at one time that he has ever seen. More big names visiting at one time than He can remember anywhere.

TrojanRJJ
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June 19, 2022 1:08 pm
Reply to  Allen Wallace

Great article. Delighted to have a competent Commissioner. Wilner wrote on the same topic a while ago. As I recall, Wilner thought about 35 schools would form the mini-NFL. He expected it would take 6-8 years to get in place. Commissioner K is predicting a much larger body and looks like sooner rather than later.

Jamaica
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June 17, 2022 12:18 pm

I’m sure the coaching staff is doing everything it can to create a lasting effect on the recruits here this weekend. And it is comforting to know the administration is on board in providing the tools to make that happen. But the battle doesn’t end keeping them favoring your program at NSD. LR knows he needs to lock up the top California recruits. But it is a huge advantage he & staff have a pipeline into Texas. It makes a supporter feel so positive we will get our share and then some at the end of the day!

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June 17, 2022 8:04 am
Last edited 7 days ago by John Weld
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June 17, 2022 8:08 am
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USC Athletics has reached an agreement with Stay Doubted, a modern-day media agency empowering the next generation of student-athletes and fans, to provide enhanced NIL services to its student-athletes, USC Director of Athletics Mike Bohn announced today (June 15). Click Here for more information on ‘StayDoubted’ Stay Doubted has managed over $63 million in sports partnerships, including more than $1 million in collegiate athlete partnerships in the first year of the NIL era. It also has an impressive client roster in the brand partnerships space, having worked with companies such as Amazon, Microsoft, State Farm, Verizon, lululemon, and many others.… Read more »

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June 16, 2022 3:21 pm
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I doubt it will. Drugs are prevalent on every campus, along with extraordinarily toxic indoctrination. I doubt many universities are still in the education business. They are the income business selling certification and indoctrination (unless you are in STEM or a professional school). Collegiate football at the elite level is now big business. Kids can make more than their professors and most of their coaches. If anything, the NIL may help as I assume all of them will have morals clauses in them.

Steveg
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June 16, 2022 4:58 pm
Reply to  TrojanRJJ

Great catch RJ, the morals clause will trip up a few but perhaps it may change some lifestyles.

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June 17, 2022 11:36 am
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More like Portland mostly. That town tries so hard to mimic itself after San Francisco being trashy and there’s homeless living everywhere. Little if any law enforcement allowed to enforce anything, thus life can be anything you want but yet in elections the rest of the State can’t overcome its vote total.

Last edited 7 days ago by Jamaica
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June 16, 2022 10:40 am

Mildy interesting article over on RoT. I say mildly because it merely demonstrates statistically what we’ve known intuitively for years.

https://reignoftroy.com/posts/usc-football-labeled-among-worst-developers-talent-entire-country

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June 16, 2022 11:01 am

Volunteer, Loved the article. What surprised me is SC has TWICE the number of nationally rated recruits in the Helton era than Riley had at OU during that time. It simply shows, as you stated, the incompetence of Clay Helton. It will be interesting to see how his “player centered/lack of accountability” model works when he has no talent. I know how I think it will work. But, the administration of GA Southern disagreed.

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June 16, 2022 12:35 pm
Reply to  TrojanRJJ

Yeah, I may even find myself watching a GA So game this Fall, if for nothing else other than morbid fascination. But, it will have to be a really slow day with no other forms of entertainment available. 😄

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June 16, 2022 7:52 am

A couple of questions come to mind with this agency. First since it’s an agency the players will have an agent, is that permitted? Second, with all that money changing hands how much will go to the agent? (Assuming they aren’t all lawyers working off community service- sorry law students it seemed funny when I thought it up)
And finally, what happens to the students who don’t opt in to the plan? Are they excluded from making deals?

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June 16, 2022 10:52 am
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Rialto, As I read it (and I could, of course, be mistaken) is that this is an option for the kids who do not qualify as “stars”. Kids like Addison and Caleb are going to have agencies represent them. For example, Addison has the agency that represents Aaron Rodgers represent him. But, not all kids are going to be able to get such agencies to take them as clients. This is for “the other kids”, like the OL and the DL that just committed to SC. As I understand it, this combine will represent kids like that. Thus, SC is… Read more »

Steveg
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June 16, 2022 2:44 pm
Reply to  TrojanRJJ

ALL SCHOOLS SHOULD FOLLOW THE EXAMPLE OF USC IN THE AREA OF NIL.

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June 17, 2022 9:04 am
Reply to  Allen Wallace

As a USC alum, and resident of Bakersfield, California, I am delighted to read of Grant Buckey’s (2023 three star athlete with great potential) decision to enroll at USC.
Fight On!

Steveg
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June 15, 2022 8:22 pm
Reply to  Allen Wallace

Not only that Allen but they have taken a higher road than the schools sucking all the money they can get from their supporters. It sounds like a legit way to do NIL, not the TAM way. One day something may come up like a stadium renovation and they have bled their boosters dry already.