USC-focused NIL collectives House of Victory, 3400 Club merge

Consolidation continues to hit the NIL collective marketplace.

The USC-focused NIL collective House of Victory finalized a merger with the 3400 Club on Thursday afternoon. A basketball-only organization, the move signifies a vote of confidence in the recently launched collective.

The 3400 Club was started this past fall to provide NIL opportunities to both USC basketball programs. Led by civil litigator Ryan Saba, the organization prioritized supporting the Los Angeles community through NIL, while educating athletes on financial literacy and providing travel funds for families.

With the blessing from both USC basketball staffs, the 3400 Club also raised funds to retain and attract talent to the Trojans.

“House of Victory has emerged as a leading NIL collective for USC,” Saba told On3 in a phone interview on Thursday. “Merging 3400 Club to House of Victory seemed like the natural and correct move so that USC basketball will be competitive in the NIL marketplace.

“I think it’s going to succeed, whatever that means in the NIL world.”

House of Victory formally joined the USC NIL collective market in April as a nonprofit collective servicing all Trojan athletes. Alumni-led and board-operated, the collective has a flavor of BLVD LLC, which was launched in August 2022 as the official USC NIL entity.

BLVD shut down for good in February, but Spencer Harris stuck around and is now the executive director for House of Victory. USC’s former Director of Player Personnel, he’s running the day-to-day operations of the collective.

House of Victory did secure a sponsorship agreement through USC’s multimedia rights holder Playfly prior to its launch. With permission to use the institution’s marks and colors and ability to have athletes appear in their jerseys publicly, it sends a clear message to USC fans.

NIL role in recruiting not lost on USC

In the world of college athletics, name, image and likeness has developed into a race to raise the most money and focus on roster retention. That’s all while doing it at a high-functioning level to attract possible recruits.

The Trojans have had success using NIL to retain and attract talent recently. Boogie Ellis is returning to Los Angeles for a final season; he signed with House of Victory on Wednesday. He will be back in the lineup next to the top-ranked class of 2023 recruit, Isaiah Collier.

USC may not be done adding to its 2023 class, either, with Bronny James yet to make a decision.

It’s one of the reasons why Saba made the move to merge: Hoping to provide a clean-cut approach fans can understand.

“House of Victory is going to be dedicated to all sports, including basketball,” he said. “The alumni should realize that in this new world their donation will assist USC athletics to be competitive in every arena in every sport.”

Clarity in USC NIL collective landscape

USC has not had much time of consistent messaging to fans. Since BLVD shuttered, the TOMMY Group launched with the backing of former USC football players Alex Holmes and Keyshawn Johnson. The group also has support from John Terzian, the co-founder of the h.wood Group, and Mike Hahn, the co-founder and partner of Ten Oaks Group. The h-wood Group owns restaurants, while Ten Oaks is a banking firm.

And on Thursday, the same day as the merger, Conquest Collective formalized their launch. Started by Manuel Hernandez, a USC alum and financial advisor, and Jeff McKay, grandson of USC coach John McKay, the collective will operate as a for-profit and service needs beyond NIL, such as tax season and mentorship.

House of Victory landing the endorsement and support of the 3400 Club could provide some reassurance to donors of where they should spend their NIL dollars. House of Victory has formed a mutual benefit nonprofit to run its membership program, which will range from $55 to $1,100 month subscription packages with perks. It will also have a House of Victory Foundation, so top-tier donors can make tax-deductible donations.

The 3400 Club will remain to have a presence on the USC NIL scene. Along with Saba’s new role, co-founders Michael Cooper and Greg Long will join House of Victory’s Alumni Advisory Council. 

Early signs of the merger appear positive. The USC men’s basketball Twitter account and Lincoln Riley have each retweeted the announcement.

“With both collectives founded by passionate and influential representatives of the Trojan Family, we agreed that consolidating under one platform creates the most clarity for the student-athletes, fans, donors, and corporate partners,” Harris said in a release.