Conquest Collective closes down in latest readjustment of USC's NIL operation

USC’s NIL market is undergoing changes once again.

A source confirmed to On3 on Saturday that Jeff McKay is joining the board of USC’s official collective, House of Victory. The organization has received praise and endorsements repeatedly from Lincoln Riley and athletic director Jennifer Cohen.

McKay, who had started his own NIL entity, Conquest Collective, is the grandson of former USC coach John McKay who won four national titles with the Trojans. His father, J.K. McKay, was a former USC wide receiver and athletic department administrator. The move was first reported by The Athletic.

With the move to House of Victory, Jeff McKay is closing down the Conquest Collective. The decision leaves just House of Victory and The Tommy Group as operating collectives in the USC market. House of Victory is the only one to receive public backing from the university.

Lincoln Riley believes USC’s NIL on solid footing

Speaking at Big Ten media days last month, Riley said he’s not concerned about the Trojans’ war chest. USC held on to defensive tackle Bear Alexander this offseason and added Mississippi State running back Woody Marks and UNLV quarterback Jayden Maiava.

Riley’s also has a verbal commitment from 2025 five-star quarterback Julian Lewis, who has continued to take official visits despite committing to the Trojans last August. But the fourth-year coach believes USC has made progress in all areas on and off the field, including with its collective.

“Our collective is probably the most improved collective in the country and continues to improve,” Riley said. “Honestly, not too concerned about what everybody else has done.”

House of Victory ‘exceeded’ fundraising goals

House of Victory launched in April 2023 as a nonprofit entity. Run by USC’s former Director of Player Personnel, Spencer Harris, the collective is an institutional sponsor through its sponsorship agreement with Playfly Sports.

The collective has also received buy-in from former players. House of Victory’s QB U event last year featured support from stars, including Carson Palmer and Mark Sanchez. The collective charged $20,000 per table and $2,500 for an individual.

In a letter to donors sent this week, Cohen promoted House of Victory and said that the collective had “exceeded” fundraising goals.

“For the 2023-2024 academic year, HOV exceeded all its fundraising goals, and our donors stepped up to help us more than double our total funds from the previous year, putting USC in the upper tier of NIL collective support nationally,” USC’s athletic director wrote. “We are extremely proud of its growth and for the generosity and support from Trojans everywhere.”

USC seeing NIL progress on recruiting trail

NIL at USC has been in the spotlight since BLVD LLC started operations in January 2022, but the collective was handcuffed as Riley wasn’t allowed to help fundraise. House of Victory partially sprung from there and now has public backing.

The USC football coach praised the collective again Friday after the Trojans opened training camp, sharing how House of Victory has helped on the recruiting trail.

“I’m thrilled with it,” Riley said. “The percentage gains and the momentum that it has created, the job that House of Victory has done, the job that people that work there, the people here, the Trojan family that support it. … It’s incredible gains. You hope for it. Do you expect it? I don’t ever want to not expect big things here. This is USC.

“But we’re talking substantial, substantial gains, momentum. … And not just in the dollar figure, but how we operate, that confidence of our team, our program in it, our recruits.”