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USC signs 15-year multimedia rights deal to enhance revenue generation, NIL and fan engagement

Erik-McKinneyby:Erik McKinney•06/05/25•

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The USC Trojans walk out of the Coliseum tunnel ahead of a game against the Wisconsin Badgers
The USC Trojans walk out of the Coliseum tunnel ahead of a game against the Wisconsin Badgers (acscottphotography/WeAreSC)

USC Athletics and Learfield announced a 15-year multimedia rights deal that will greatly impact revenue generation, NIL earning potential and fan engagement both online and at the Los Angeles Memorial Coliseum.

“We are thrilled to announce this transformational partnership with Learfield and to leverage their innovation and expertise in our work to win the new era of college athletics,” said USC Athletic Director Jen Cohen in a school press release. “Learfield’s combination of cutting-edge solutions, forward-thinking revenue-generation strategies, and collaborative leadership and focus will be invaluable in our work to better engage new and existing fans, promote and expand the iconic USC brand, and to generate the resources needed to maximize our investment in student-athletes. From increased storytelling and NIL opportunities for student-athletes, to providing world-class experiences for our fans in every engagement, this partnership will elevate our entire institution and help ensure USC remains the place to be for student-athletes to reach their fullest potential in all they do for years to come.” 

USC has always been in a unique position to take advantage of true NIL and now Trojan athletes will have access to potential sponsors and partnerships via Learfield’s partner database of more than 12,000 brands.

“We’re ecstatic to collaborate with Jen and her team to revolutionize their business with innovative revenue generation solutions,” said Kim Damron, President of Sports Properties at Learfield. “As the industry leader in revenue monetization services, we are passionate about leveraging our vast resources and expertise to deliver pioneering sponsorships, dynamic NIL programs, and next-level fan engagement that drive greater opportunities for one of the most prestigious programs in college athletics.” 

Learfield promises a number of ways to unlock greater NIL opportunities for student-athletes, including connecting players and schools with brand sponsors, providing an on-campus NIL business development manager and offering dedicated NIL education and content creation centers.

The partnership between USC and Learfield will begin in July of 2026, when USC’s current deal with Playfly Sports expires.

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Garry Paskwietz (1966-2019)

Garry Paskwietz was a pioneer in bringing team-specific sports coverage to the internet. He founded WeAreSC in 1998 and was an Emmy winner for his work with Fox Sports West. Always generous with his time, knowledge, and compassion, he touched the lives of countless USC and high school football fans.

Garry Paskwietz