USC AD Tackles College Sports Chaos

USC Athletic Director Jennifer Cohen acknowledges the current uncertainty and escalating costs within college athletics, likening the situation to simultaneously building and flying a plane. She highlights that student-athletes have benefited significantly from recent changes, particularly Name, Image, and Likeness (NIL) rights.

Cohen reports substantial growth for USC's athletic department, with revenue increasing by nearly 60% over three years. Sponsorship values have doubled, and donor contributions to the Trojan Athletic Fund have surged by 707%. A new $200 million football facility is set to open later this summer.

Despite these successes, Cohen recognizes the need to manage expenses while supporting all 23 USC sports programs. She stresses that football revenues must be reinvested strategically to avoid further financial strain on other sports.

USC has embraced the NIL era, with brand deals valued 2.5 times the national average, reflecting the strength of the USC brand, Los Angeles, and its student-athletes. Cohen advocates for industry-wide solutions to ensure a sustainable model, while her primary focus remains on USC's competitive edge.

The Big Ten's proposal to expand the College Football Playoff to 24 teams has USC's unified support, though Cohen personally finds merit in a 12-team format. She emphasizes USC's consistent expectation to compete for championships annually, expressing confidence in the current team and coaching staff led by Lincoln Riley.