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.”

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