USC athletic director Jennifer Cohen appears all-in on NIL future

The NCAA House settlement ruling does not necessarily mean that student-athletes will make more money. Instead, each school individually, including USC, will have the option to participate in revenue sharing or not.

It is doubtful that any program will elect to opt out, though there is the hope that the virtue signaling of the SEC will reverse what has to this point been an unearned advantage throughout the history of college sports.

Regardless of which schools end up going full throttle in this new NIL era or not, USC athletic director Jennifer Cohen made her stance clear. In a quote shared post on X, stating the desire and intent to provide all Trojans with the ability to capitalize on this ruling.

The initial post that she shared was from the Big Ten X account, outlining the main changes that will come as a result of Judge Claudia Wilken's ruling. In general, there appears to be a proactiveness among all the administration and staff at USC.

Likely anticipating what would most likely come down the pipeline and being prepared for any and all scenarios, the Trojans appear uniquely positioned to embrace and take off under the new guidelines surrounding NIL and revenue sharing.

Some may not be able to opt in due to the size or revenue stream. At this point, it is unknown how that specific aspect in all of this will play out. Certainly, in the event of any school not being able to participate in revenue sharing, it will put them at a marked disadvantage.

Plenty of options for USC to explore

On the complete off-chance that USC decides, for whatever reason, not to partake, it looks relatively safe to say that USC has something in place to make up for and surpass others in this area of raising funds for athletes.

Cohen mentioned a plan that she is looking forward to sharing. Rest assured, whatever comes of the Trojan intentions here, the school has put in the legwork to be in an excellent position moving forward. Many will be eagerly awaiting to see what this plan will look like and how it will manifest within the athletic department.