LOS ANGELES — USC athletic director Jennifer Cohen is grappling with uncertainties about the future of college sports nearly two months after a settlement was reached allowing athletes to be paid by their schools. The exact details of revenue-sharing plans at USC are still under negotiation, but Cohen assures that all possibilities are being explored.
Amidst concerns about budget deficits and the evolving landscape of college sports, Cohen believes that embracing change is essential for the industry to move forward successfully. The new system, she believes, must prioritize students, coaches, athletic programs, and universities in a more sustainable way.
Once the settlement is finalized, schools will be required to allocate a reported $22 million annually to their athletes, starting in 2025. This financial burden may be particularly challenging for smaller schools with limited athletics revenue. However, for USC, with a reported total athletics revenue of $212 million, sharing a portion of this revenue will be more manageable.
Despite the financial implications, Cohen is committed to embracing revenue sharing and adapting to the changing landscape of college sports. USC has made significant investments in athletics, including hiring high-profile coaches and upgrading facilities, in anticipation of these changes.
While the future of revenue sharing, NIL compensation, and other financial aspects of college sports remains uncertain, Cohen is optimistic about USC’s ability to navigate these changes and continue to excel in the athletic realm.
