What if the next college football superstar became as much a media mogul as an athlete, signing endorsement deals, starring in documentaries, and leading branded campaigns, all powered directly through their university? That’s precisely the vision USC is chasing in its 15-year, multi-million-dollar media rights deal with Learfield.
This isn’t just about getting games on air—it’s about building a cutting-edge ecosystem for NIL, content creation, and fan engagement. With the full weight of Los Angeles’s entertainment machine behind it, USC just placed a massive bet on becoming the premier brand-building hub in college athletics.
USC’s Game-Changing Pivot
For years, Playfly Sports, a strong player in the college marketing space, managed USC’s multimedia rights. But now, the Trojans are switching gears—big time. Their new long-term partner, Learfield, already manages USC’s ticketing (via Paciolan) and fan platform (via SIDEARM Sports), meaning the foundation for a deeply integrated strategy is already there.
The deal kicks in July 2026, after USC’s current contract expires. But the vision behind it is already being implemented. Athletic Director Jen Cohen called this a step into “the new era of college athletics,” and it’s not just talk.
USC has selected @Learfield for a new 15-year partnership to revolutionize revenue generation, NIL and fan engagement for Trojan Athletics and the Coliseum!
Full story ⤵️
— USC Trojans (@USC_Athletics) June 5, 2025
In a city like Los Angeles, where media, fashion, and sports constantly collide, USC sees an opportunity to become a trailblazer in NIL innovation. While most media rights deals focus on broadcasting games, this one goes straight to the heart of what matters in 2025: Name, Image, and Likeness.
At the center of it all is Learfield’s Compass NIL platform—a digital marketplace where USC student-athletes can connect directly with over 12,000+ brands in Learfield’s network. In one streamlined hub, athletes can browse opportunities, sign deals, and get paid via a digital wallet.
But USC isn’t stopping at just a platform. The deal brings dedicated NIL professionals to campus—think business development managers and on-site NIL advisors. Their job?
Actively broker deals, guide athletes, and build campaigns that put Trojans front and center in the national spotlight. That kind of hands-on infrastructure is rare in college sports, and it positions USC as a leader in NIL accessibility and support.
This partnership also sets the stage for next-level fan experiences, thanks to the Emmy-winning Learfield Studios team. In collaboration with USC’s elite cinema school, they’ll co-create a pipeline of premium content—behind-the-scenes features, original documentaries, player-driven stories, and immersive digital experiences.
The idea? Make Trojan athletics a 365-day content machine. And with Learfield Studios generating over 1.2 billion impressions and $50 million in content revenue last year alone, it’s clear this isn’t just about making cool videos—it’s about monetizing fandom in entirely new ways.
Picture this: a podcast deep-diving into a player’s comeback story, a cinematic short about a USC-Oregon rivalry week, or an interactive platform where fans can customize how they follow USC teams in real time.
L.A. Can Bring Advantage Like Sponsorships, Events, and Star Power
Los Angeles is one of the most valuable sports and entertainment markets in the world—and now, USC is using that to its advantage. This deal unlocks potential for massive sponsorship activations, branded events, and cross-industry collaborations with Hollywood studios, fashion labels, and tech firms.
Imagine USC athletes in commercial shoots with Netflix or Paramount, walking red carpets at film premieres, or partnering with L.A.-based influencers for viral campaigns. With the city’s creative capital at its fingertips, USC’s ability to market its athletes is virtually unmatched in college athletics.
While USC’s partnership makes waves, it’s part of a broader transformation across college sports. Schools are not just selling broadcast time—they’re selling brands, content, and athlete-driven experiences. Look no further than Texas A&M’s $515 million deal with Playfly Sports, which also focused on NIL and content.
This is the future: universities as media companies, athletes as influencers, and college sports as a marketplace for intellectual property, brand storytelling, and commercial innovation.
Of course, not everyone sees this as a perfect play. Critics have raised concerns about whether massive NIL-focused deals will fuel roster instability, create an even bigger resource gap between programs, and shift the focus away from team development toward chasing the next big payday.
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Even with USC’s resources and prestige, maintaining a balance between monetization and tradition, individual brand building, and team cohesion will be crucial. College sports are evolving, yes, but the culture and identity of the game must evolve with care.
What’s Next? Could Be A New Blueprint in Motion
With the deal officially going live in July 2026, USC and Learfield are already ramping up operations. According to Learfield College Properties President Kim Damron, hiring has begun for key leadership roles, including a supervising content producer and a head of NIL business development—roles that will shape the rollout of this new model.
What should fans and recruits expect next? Look out for:
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New content drops and athlete-driven series
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Groundbreaking brand partnerships
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Game-day experiences enhanced through digital engagement
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And perhaps, a new era where college athletes are treated as the entertainment and business moguls of tomorrow
This isn’t just a media deal. It’s USC rewriting the playbook—positioning itself at the intersection of sports, storytelling, and brand-building in ways no program has done before.
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