New NIL era in college sports is something that USC is openly embracing

With July 1 comes the beginning of the new norm in college sports, and USC is ready to embrace everything about it. Following the earlier Judge Claudia Wilken, the NCAA is now being forced to enter into the world of revenue sharing and the updated NIL reality. Granted, there are several lawsuits, and likely there will be more to come. For the most part, as things stand now, this will be what is expected throughout all programs across the nation.

In a post shared on X, the Trojan account let it be known that they are ready and excited for what the landmark changes will mean in Los Angeles. The post stated that USC is in the best media market in all of college sports. That is a reality that no one would be able to credibly argue against.

The distinction comes from 'legitimate NIL opportunities.' In the past, any donor could foreseeably offer however much they wanted for a student-athlete or toward a program as a whole. Now, such outside investments (yes, that's what they are in effect) have to pass the clearinghouse.

Phrased differently, there is no longer the chance of erroneous amounts being gifted for what would essentially be a simple appearance from a student-athlete, for example. That is, for those who choose to follow the current rules and guideline structure.

Outside concerns will not affect USC

Already, there are some who are questioning enforcement and point out the possibility of people simply going around the parameters. Something like that is certainly possible. It is safe to say, however, that bad and dishonest actors tend to be found out sooner rather than later.

For USC, what others do will be of little consequence. There is not too much to worry about the multitude and the possibility of lucrative deals from receiving approval. As the post on X stated, USC is going to be in a great position to take advantage of the NCAA v. House ruling for a long time to come.