The agency will allow student-athletes to receive NIL representation, with USC not part of the agency agreements nor receiving any revenue from any deals.
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.