USC Reveals Progress in NIL Deals Across All Sports

Athletic Director Jen Cohen shares details on the Trojans' NIL efforts, including over 250 deals and 55% with women's sports.

Apr. 12, 2026 at 10:05pm

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A cubist, geometric painting depicting fragmented, overlapping shapes and planes in vibrant colors, representing the dynamic energy and competitive spirit of college athletics.USC's innovative approach to NIL deals across all sports programs, including a focus on women's athletics, reflects the evolving landscape of college sports.Los Angeles Today

USC Athletic Director Jen Cohen recently provided an update on the university's progress with name, image, and likeness (NIL) deals, revealing that Trojans student-athletes have engaged in over 250 third-party NIL deals with more than 80 businesses since July. Cohen noted that while the deals span nearly every program, the school is working to ensure all 23 programs secure NIL deals by the end of the year. Additionally, Cohen shared that nearly 55% of the deals are with women's student-athletes, providing life-changing opportunities.

Why it matters

The Trojans' focus on NIL deals, particularly in women's sports, highlights the evolving landscape of college athletics in the post-NIL era. As elite programs like USC work to build robust NIL infrastructures, it can provide a competitive advantage in recruiting top talent across all sports.

The details

According to Cohen, the Trojans' football coaching staff has been able to sign the No. 1 overall recruiting class, which likely required competitive NIL offers to land five-star prospects like tight end Mark Bowman, edge defender Luke Wafle, and offensive lineman Keenyi Pepe. The school has also been successful in retaining key players on the roster, including quarterback Jayden Maiava, defensive linemen Jide Abasiri and Braylan Shelby, and all five starters from the offensive line.

  • Since July, USC student-athletes have engaged in more than 250 third-party NIL deals.
  • USC is working to ensure all 23 programs secure NIL deals by the end of the year.

The players

Jen Cohen

The USC Trojans' Athletic Director, who revealed the school's progress in securing NIL deals for its student-athletes.

Mark Bowman

A five-star tight end prospect who signed with USC as part of the Trojans' top-ranked recruiting class.

Luke Wafle

A five-star edge defender prospect who signed with USC as part of the Trojans' top-ranked recruiting class.

Keenyi Pepe

A five-star offensive lineman prospect who signed with USC as part of the Trojans' top-ranked recruiting class.

Jayden Maiava

The Trojans' returning starting quarterback.

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What they’re saying

“Since July, USC student-athletes have engaged in more than 250 third-party NIL deals with more than 80 businesses. While engagement spans nearly every program, we are working to ensure all 23 programs secure NIL deals by the end of the year.”

— Jen Cohen, USC Athletic Director

“Additionally, nearly 55 percent of these deals are with women's student-athletes. These engagements provide life-changing opportunities for our student-athletes, and we are eager to keep building an NIL infrastructure that helps Trojans grow their personal brands, leverage USC's global brand, and maximize their NIL opportunities.”

— Jen Cohen, USC Athletic Director

What’s next

USC is expected to continue its focus on securing NIL deals for all 23 of its athletic programs by the end of the year, with a particular emphasis on women's sports.

The takeaway

USC's comprehensive approach to NIL, including its efforts to secure deals across all sports and with a majority for women's programs, demonstrates the school's commitment to supporting its student-athletes and leveraging the new NIL landscape to its competitive advantage.