The USC Trojans have completely revamped the way that they are going about athletics. Since Jen Cohen became the athletic director in August of 2023, she has begun reshaping the athletic department and bringing a forward-thinking approach.
That came to a head again today with the announcement that USC has partnered with Learfield on a 15-year multimedia deal.
USC Trojans And Learfield Ink 15-Year Multimedia Deal
The partnership is set to begin in July 2026 and will undoubtedly take the USC Trojans’ NIL efforts even further while providing new revenue generation, multimedia rights, and fan engagement solutions.
At the moment, Learfield has a few initiatives already ingrained on campus, including Paciolan’s ticketing and SIDEARM Sports fan engagement platform. This new partnership will be an extension and elevation of those already fantastic services.
“We are thrilled to announce this transformational partnership with Learfield and to leverage their innovation and expertise in our work to win the new era of college athletics,” USC Trojans Charles Griffin Cale Director of Athletics, Jen Cohen said. “Learfield’s combination of cutting-edge solutions, forward-thinking revenue-generation strategies, and collaborative leadership and focus will be invaluable in our work to better engage new and existing fans, promote and expand the iconic USC brand, and to generate the resources needed to maximize our investment in student-athletes. From increased storytelling and NIL opportunities for student-athletes, to providing world-class experiences for our fans in every engagement, this partnership will elevate our entire institution and help ensure USC remains the place to be for student-athletes to reach their fullest potential in all they do for years to come.”
Learfield is one of the largest and most recognized media and technology platforms in college athletics. They have ties and partnerships with over 1,200 collegiate institutions and over 12,000 local and national brands.
More News: USC Trojans Prepare For A Massive Week Of Official Visitors, Full Recruit List
They are able to leverage data sets and relations with fans and brands to drive revenue, growth, and brand awareness, creating huge opportunities in this new NIL space.
Last year, Learfield Studios generated over 1.2 billion impressions and garnered $50 million in branded content revenue.
“We’re ecstatic to collaborate with Jen and her team to revolutionize their business with innovative revenue generation solutions,” said Kim Damron, President of Sports Properties at Learfield. “As the industry leader in revenue monetization services, we are passionate about leveraging our vast resources and expertise to deliver pioneering sponsorships, dynamic NIL programs, and next-level fan engagement that drive greater opportunities for one of the most prestigious programs in college athletics.”
While this is obviously a huge partnership in terms of the NIL opportunities and continued funding for their recruiting efforts, it is also going to be instrumental in fan engagement and the game-day experience.
One thing that USC has been lacking as of late is a top-notch game-day atmosphere, speaking more of pre-game. A company like Learfield can spearhead new initiatives that can activate new experiences and grow the younger fan base for USC Athletics.
The USC Trojans continue to prove that they are the pLAce to be.