USC Athletics Announces Exciting New Developments In The Trojans’ NIL Landscape
April 21, 2023 | USC Athletics
As the landscape of Name, Image and Likeness (NIL) has evolved, USC has continued to strengthen and elevate its NIL resources and opportunities for USC student-athletes, fans, donors, brands and other members of the Trojan Family. The actions described below will help ensure that student-athlete success and empowerment remain cornerstones of USC Athletics' vision for the future.
"Since the passing of NIL legislation, USC has been thoughtful and innovative in our approach to provide comprehensive support and resources to USC student-athletes," USC Athletic Director Mike Bohn said. "The NIL landscape has evolved significantly over the last 20 months, and our patience, adaptability and commitment to the intent of the legislation has allowed us to best position our student-athletes and athletics program for the future of NIL. We are thrilled to share some of the exciting developments and continued investments into this critically important dimension of the student-athlete experience."
NIL WEB PRESENCE: THE SHIELD
USC Athletics has developed a convenient and informative landing page that centralizes all of USC's NIL resources and initiatives. Fan-focused and user-friendly, The Shield will serve as a helpful guide for Trojan fans, prospects, families and brands to learn more about USC's robust NIL program. In alignment with the vision to be the most student-athlete centered program in the country, USC Athletics remains committed to providing world-class support and promoting the well-being of our student-athletes. The Shield represents USC's resolve to creating a dynamic, compliant, equitable and sustainable NIL program for Trojan student-athletes. Visit https://usctrojans.com/NIL to learn more.
"I'm an advocate for student-athlete rights and fully support their ability to monetize their name, image and likeness," USC women's basketball head coach Lindsay Gottlieb said. "The Shield is reflective of USC's commitment to providing our student-athletes the necessary tools and resources to maximize NIL opportunities. USC is thoughtfully building a dynamic NIL program that promotes the success and well-being of our student-athletes in this new landscape."
TROJAN MARKETPLACE LAUNCH
In partnership with INFLCR, USC is launching Trojan Marketplace as its groundbreaking platform connecting USC student-athletes with brands, businesses, fans, donors and collectives for NIL opportunities. Trojan Marketplace will function as a one-stop shop allowing for direct engagement with student-athletes for NIL partnerships. The platform allows for easy access and smooth navigation toward building networks, negotiations, finalizing transactions and disclosing NIL deals with no registration or transaction fees. The Trojan Marketplace is live now and can be accessed here: https://dash.inflcr.com/exchange/university-of-southern-california.
"We are proud to partner with USC to support its vision of maximizing NIL opportunities for its student-athletes," INFLCR Founder Jim Cavale said. "The Trojan Marketplace will provide every USC student-athlete with a platform to build their NIL brand and create powerful connections leading to NIL partnerships."
NIL GENERAL MANAGER
The creation of a full-time on-campus NIL general manager position — filled in March 2023 by former NCAA champion Lyndsey Lopes — has galvanized USC's NIL efforts. Made possible by the partnership with Altius, the on-campus GM program ensures oversight of NIL programming and day-to-day operations that help support student-athletes. Lopes also leads the implementation of student-athlete-focused NIL education on marketing, personal branding, content creation strategies and other educational initiatives. In addition to being a former USC student-athlete, Lopes brings added valuable experience with brands and NIL to her role at USC.
"I am incredibly excited to assist USC in elevating and developing a powerful and equitable presence in the NIL space," Lopes said. "I know the power in perspective and importance of having individuals who can provide meaningful support during such a transformative time in student-athletes' lives. Through Altius' partnership with USC and USC's investment in centralized NIL resources like the INFLCR Marketplace and The Shield, we aim to empower all USC student-athletes to develop and amplify their personal brands to capitalize on their NIL."
COLLECTIVES
USC Athletics has developed a one-hour educational session to help third-party collectives and other NIL entities learn about NCAA rules, university policy and the importance of supporting both men's and women's athletic programs in the NIL space. To date, multiple collectives have participated in the education session, including CI Program, House of Victory, Tommy Group, South Bay Athletics, 3400 Club and Victory Formation. These and other collectives are separate entities and are not affiliated with USC. Entities that attend the education session receive a special USC badge reflecting their participation in the session. If you are a donor, company or collective interested in completing the education session, please complete this form, and you will be contacted by USC's NIL General Manager.
NIL SPONSORSHIPS
USC recently offered NIL entities — just like other businesses — the opportunity to be a sponsor of USC Athletics. USC Sports Properties, a division of Playfly Sports, holds the exclusive multimedia rights for USC Athletics and manages the execution of agreements and assets with any sponsors, now including NIL entities. This development comes on the heels of the NCAA clarifying that institutions may provide assets to NIL entities only if those assets are available to and on the same terms as other sponsors. Through sponsorships of this kind, NIL entities will have limited access in the form of advertising, IP and tickets.
"There has never been a better time to be a student-athlete than at USC and in Los Angeles right now," USC football head coach Lincoln Riley said. "Thanks to the NIL platform and resources USC has provided, collectives can better connect with the Trojan community and support our players. The passion from our fans, combined with the establishment of NIL sponsors, will enable USC's student-athletes to realize their full potential in this exciting new landscape."
About Playfly Sports
Playfly Sports is a full-service sports marketing company operating where sports marketing, media & technology converge. Playfly Sports drives outcome-based solutions for brands reaching approximately 83% of all US sports fans generating over 230bn impressions each year in pro, college and high school sports. Utilizing the influence and durability of local sports fandom, Playfly Sports exclusive rights in the NBA, NHL, MLB, NCAA, esports and high school sectors drive value for our local, regional and national brand partners. Playfly's insights-infused multimedia and tech platforms drive innovation through scaled linear, digital, in-venue and experiential marketing and engagement assets. Playfly Sports has the unique ability to partner, innovate and advance the aspirations of athletes, brands, academic institutions and sports fans across the U.S. Playfly Sports is Igniting Brands through the Love of Fans. Visit Playfly Sports online at playfly.com and follow Playfly Sports on LinkedIn, Twitter and Facebook: @PlayflySports.
"Since the passing of NIL legislation, USC has been thoughtful and innovative in our approach to provide comprehensive support and resources to USC student-athletes," USC Athletic Director Mike Bohn said. "The NIL landscape has evolved significantly over the last 20 months, and our patience, adaptability and commitment to the intent of the legislation has allowed us to best position our student-athletes and athletics program for the future of NIL. We are thrilled to share some of the exciting developments and continued investments into this critically important dimension of the student-athlete experience."
NIL WEB PRESENCE: THE SHIELD
USC Athletics has developed a convenient and informative landing page that centralizes all of USC's NIL resources and initiatives. Fan-focused and user-friendly, The Shield will serve as a helpful guide for Trojan fans, prospects, families and brands to learn more about USC's robust NIL program. In alignment with the vision to be the most student-athlete centered program in the country, USC Athletics remains committed to providing world-class support and promoting the well-being of our student-athletes. The Shield represents USC's resolve to creating a dynamic, compliant, equitable and sustainable NIL program for Trojan student-athletes. Visit https://usctrojans.com/NIL to learn more.
"I'm an advocate for student-athlete rights and fully support their ability to monetize their name, image and likeness," USC women's basketball head coach Lindsay Gottlieb said. "The Shield is reflective of USC's commitment to providing our student-athletes the necessary tools and resources to maximize NIL opportunities. USC is thoughtfully building a dynamic NIL program that promotes the success and well-being of our student-athletes in this new landscape."
TROJAN MARKETPLACE LAUNCH
In partnership with INFLCR, USC is launching Trojan Marketplace as its groundbreaking platform connecting USC student-athletes with brands, businesses, fans, donors and collectives for NIL opportunities. Trojan Marketplace will function as a one-stop shop allowing for direct engagement with student-athletes for NIL partnerships. The platform allows for easy access and smooth navigation toward building networks, negotiations, finalizing transactions and disclosing NIL deals with no registration or transaction fees. The Trojan Marketplace is live now and can be accessed here: https://dash.inflcr.com/exchange/university-of-southern-california.
"We are proud to partner with USC to support its vision of maximizing NIL opportunities for its student-athletes," INFLCR Founder Jim Cavale said. "The Trojan Marketplace will provide every USC student-athlete with a platform to build their NIL brand and create powerful connections leading to NIL partnerships."
NIL GENERAL MANAGER
The creation of a full-time on-campus NIL general manager position — filled in March 2023 by former NCAA champion Lyndsey Lopes — has galvanized USC's NIL efforts. Made possible by the partnership with Altius, the on-campus GM program ensures oversight of NIL programming and day-to-day operations that help support student-athletes. Lopes also leads the implementation of student-athlete-focused NIL education on marketing, personal branding, content creation strategies and other educational initiatives. In addition to being a former USC student-athlete, Lopes brings added valuable experience with brands and NIL to her role at USC.
"I am incredibly excited to assist USC in elevating and developing a powerful and equitable presence in the NIL space," Lopes said. "I know the power in perspective and importance of having individuals who can provide meaningful support during such a transformative time in student-athletes' lives. Through Altius' partnership with USC and USC's investment in centralized NIL resources like the INFLCR Marketplace and The Shield, we aim to empower all USC student-athletes to develop and amplify their personal brands to capitalize on their NIL."
COLLECTIVES
USC Athletics has developed a one-hour educational session to help third-party collectives and other NIL entities learn about NCAA rules, university policy and the importance of supporting both men's and women's athletic programs in the NIL space. To date, multiple collectives have participated in the education session, including CI Program, House of Victory, Tommy Group, South Bay Athletics, 3400 Club and Victory Formation. These and other collectives are separate entities and are not affiliated with USC. Entities that attend the education session receive a special USC badge reflecting their participation in the session. If you are a donor, company or collective interested in completing the education session, please complete this form, and you will be contacted by USC's NIL General Manager.
NIL SPONSORSHIPS
USC recently offered NIL entities — just like other businesses — the opportunity to be a sponsor of USC Athletics. USC Sports Properties, a division of Playfly Sports, holds the exclusive multimedia rights for USC Athletics and manages the execution of agreements and assets with any sponsors, now including NIL entities. This development comes on the heels of the NCAA clarifying that institutions may provide assets to NIL entities only if those assets are available to and on the same terms as other sponsors. Through sponsorships of this kind, NIL entities will have limited access in the form of advertising, IP and tickets.
"There has never been a better time to be a student-athlete than at USC and in Los Angeles right now," USC football head coach Lincoln Riley said. "Thanks to the NIL platform and resources USC has provided, collectives can better connect with the Trojan community and support our players. The passion from our fans, combined with the establishment of NIL sponsors, will enable USC's student-athletes to realize their full potential in this exciting new landscape."
About Playfly Sports
Playfly Sports is a full-service sports marketing company operating where sports marketing, media & technology converge. Playfly Sports drives outcome-based solutions for brands reaching approximately 83% of all US sports fans generating over 230bn impressions each year in pro, college and high school sports. Utilizing the influence and durability of local sports fandom, Playfly Sports exclusive rights in the NBA, NHL, MLB, NCAA, esports and high school sectors drive value for our local, regional and national brand partners. Playfly's insights-infused multimedia and tech platforms drive innovation through scaled linear, digital, in-venue and experiential marketing and engagement assets. Playfly Sports has the unique ability to partner, innovate and advance the aspirations of athletes, brands, academic institutions and sports fans across the U.S. Playfly Sports is Igniting Brands through the Love of Fans. Visit Playfly Sports online at playfly.com and follow Playfly Sports on LinkedIn, Twitter and Facebook: @PlayflySports.
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