University of Southern California
Learfield replaces Playfly with 15-year USC deal
The Learfield agency has bolstered its college sports portfolio with the addition of the University of Southern California's (USC) athletics division on a 15-year term.
Market cautious on CBD, despite USC-Cookies deal
USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Pac-12 eyes expansion options in wake of UCLA, USC departures
Power Five conference shaken by forthcoming loss of two key members
USC, UCLA joining Big Ten Conference in bombshell move
Dramatic shifts further accelerate massive change hitting US college sports