BLVD LLC - USC Trojans Collective

FEB. 17, 2023 UPDATE: BLVD LLC has halted day-to-day operations. PREVIOUS INFORMATION: USC made its first steps to play an active role in the NIL landscape. The Trojans athletic department announced in June 2022 it signed media agency Stay Doubted as a third-party NIL option for its student-athletes. This will allow players to go in-house to support their pursuit of NIL opportunities. Stay Doubted has established a subsidiary, named BLVD LLC. This company will operate as an agency and media company exclusively serving USC athletes in their search of partnering with businesses. At least seven full-time Stay Doubted employees will be dedicated to BLVD activities. This unique move by USC and Stay Doubted will position the Trojans to assist student-athletes in NIL ventures on a day-to-day basis while not taking away time from coaching staffs. Only 3% of USC’s student-athletes engaged with professional service providers, per the school press release announcing the partnership. The company also has a major roster of partnerships. The roster includes Amazon, Microsoft, State Farm, Verizon, lululemon -- all companies that have yet to make major moves in the NIL space.