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  The USC athletic department is taking its next step in the Name, Image and Likeness arms race across college athletics. On Wednesday, USC announced a new partnership with media company Stay Doubted to create a third-party agency that will provide NIL services to USC student-athletes who choose to opt in. The agency, BLVD LLC, will also operate as a media company for USC student-athletes. If one were to opt in, the agency will work to find NIL opportunities from sponsorships to events and merchandising. USC will not be a party to the agency agreements, nor will it receive any cut of revenue from NIL deals.

"We believe every student-athlete should have access to NIL support resources and currently only about 3% of our student-athletes have engaged professional service providers," USC athletic director Mike Bohn said in a statement. "We strive to support our student-athletes in all ways, including in the NIL space. We are thrilled to be able to meet this need and make these resources available through a qualified and reputable third party for our student-athletes should they wish to take advantage." BLVD LLC will officially launch later in the summer in advance of the fall sports season. - Orange County Register

So/2025 WR Mario WilliamsSouthern California
News Source: Orange County Register

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