USC Athletics announce NIL deal with Stay Doubted

USC Athletics | June 15, 2022

LOS ANGELES – Any USC student-athlete who wants a professional service provider to support them in their pursuit of NIL opportunities will soon have this service available to them through a third-party agency.

USC Athletics has reached an agreement with Stay doubtfula modern media agency enabling the next generation of student-athletes and fans, to provide enhanced NIL services to its student-athletes, USC Director of Athletics Mike Bohn announced today (June 15).

Stay Doubted has managed over $63 million in sports partnerships, including over $1 million in partnerships with collegiate athletes in the first year of the NIL era. He also has an impressive list of brand partnership clients, having worked with companies such as Amazon, Microsoft, State Farm, Verizon, lululemon and many more.

Stay Doubted has established a subsidiary, BLVD LLC., which will operate as an agency and media company that will exclusively serve USC student-athletes to assist in the development of NIL opportunities. Stay Doubted will have at least seven full-time employees dedicated to BLVD operations.

“From the moment the NCAA revised its rules regarding the use of NIL, President Carol L. Folt encouraged me to develop the best NIL support program in the nation for our student-athletes, consistent with our vision of to be the most student-athlete centered program in the country,” Bohn said. “We offer dozens of services to support all aspects of the student-athlete experience: coaching, medical, academic, nutrition, bodybuilding, sports psychology, career planning, and more. NIL is a new dimension of the student-athlete experience. , and we want to provide best-in-class services to our student-athletes in this area as we do in all others.”

“I am grateful to President Folt for her leadership and guidance in developing this program. We have patiently surveyed the NIL environment both within our program and nationally to inform our decision-making. decision. We believe that every student-athlete should have access to NIL support resources and currently only about 3% of our student-athletes have engaged professional service providers. We strive to support our student-athletes in every way, including in the NIL space. We are delighted to be able to fulfill this need and make these resources available through a qualified and reputable third party for our student-athletes should they wish to take advantage of them.”

All USC student-athletes will have the opportunity to voluntarily opt for non-exclusive NIL representation through BLVD. Student-athletes will sign their own industry-standard representation agreements with the BLVD. The university will not be a party to these agreements and will not receive any revenue share from NIL student-athlete efforts. Although BLVD provides its services exclusively to USC student-athletes, these student-athletes may also supplement their BLVD representation with other professional service providers. All BLVD activities will be conducted in accordance with California State law, NCAA rules, and the USC Athletics (NIL) Student-Athlete Name, Image, and Likeness Policy.

“Since NIL’s inception, the focus has been on building long-term, sustainable structures that put student-athletes at the forefront of cutting-edge opportunities and resources,” said Michael Jones, CEO by Stay Doubted. “This agreement achieves that goal and more. The economic power of Los Angeles is a tough differentiator to match. We are ready to use the Stay Doubted network of brand partners and our internal capabilities to establish BLVD as a than a leader in the NIL era.”

Through its services, BLVD will assist in the development of NIL opportunities for USC student-athletes, including sponsorships, group licensing, promotions and events, and merchandising. All USC student-athletes who voluntarily register for BLVD representation will be equipped with digital “media kits,” which will be available online and feature the student-athlete brand, social media accounts, and key social media metrics.

BLVD will also operate as a student-athlete-focused media company to tell the stories of USC student-athletes by creating original content to be published on multiple BLVD media platforms. For more exclusive USC student-athlete content and experiential programming, USC fans will have the option to sign up for membership subscriptions. Different levels of membership will be available, and members will have exclusive access to USC student-athlete NIL-related membership benefits, such as cameo-style appearances, event appearances, autographed memorabilia, and more. Through their independent agreements with BLVD, USC athletes will be compensated for participating in NIL activities associated with creating original content and realizing membership benefits. USC student-athletes will also receive revenue generated from any third-party sponsorships associated with original BLVD content.

Additionally, through their agreements with BLVD, USC student-athletes will have independent access to other essential NIL resources in the areas of accounting, banking, investing, tax, and finance. right. For the enhancement of their own brand, USC student-athletes will have the opportunity to tap into Let Creators Create, which is a media library and experiential program focused on empowering the next generation of creators. USC student-athletes will receive tactical advice, tips and tools from top creators.

To support its operations, BLVD will establish an advisory board of influential leaders in various academic, business and charitable sectors to provide strategic advice to the agency. Additionally, BLVD will invite USC alumni to become ambassadors to promote BLVD activities and give back to current student-athletes.

The NIL third-party agency model grew out of the vision of a USC NIL Task Force that was commissioned by President Folt and co-chaired by Bohn and Senior Vice President and General Counsel Beong-Soo Kim. The task force’s efforts were supported by the faculty’s athletic representative, Dr. Alan Green, and included representatives from athletics, faculty, office of athletic compliance, office of the general counsel, from the office of government and community relations, student affairs, university communications and trademarks. & Licenses.

USC’s NIL strategic planning and education consultant, Altius Sports Partners, advised USC on the development of the Stay Doubted Agreement. “We are thrilled to have been part of such an aggressive and innovative approach since its inception and look forward to seeing USC excel through our continued support and guidance,” said Celine Mangan, Senior Account Executive for Altius. “It’s a revolutionary model, and I’m sure others will follow.”

USC senior associate athletic director and chief of staff says Brandon Sosna“Since day one, we have firmly believed that there is no better place in the country than USC and Los Angeles for student-athletes to succeed in the NIL era. Our market, our mighty alumni base, Altius industry-leading guidance, and summer professional development programs with the Annenberg School for Communication and Journalism, Marshall School of Business, Gould School of Law, and others schools provide a platform that is second to none.When these assets are combined with Stay Doubted and BLVD, we believe we have the most strategic and sustainable NIL support program in the nation for our student-athletes. “

BLVD will officially launch later this summer ahead of the fall sports season. More information for student-athletes on how to register voluntarily, for fans on how to sign up for subscriptions, and for sponsors on how to engage in opportunities with student-athletes from USC will be released by BLVD as part of the launch. The advisory board and ambassadors will also be announced at a later date.


Stay Doubted is a modern media company that creates original digital, audio and physical programming for next-generation audiences passionate about the intersection of athlete lifestyle and culture. Recognized by some of the most prominent Fortune 500 athletes, designers and brands, Stay Doubted’s work has been seen in nearly every major cultural moment, including the Super Bowl, college football playoffs, March Madness, NBA All-Star Game, and more.

E-mail: [email protected]


“This agreement and the creation of BLVD makes an absolute difference for our current and future student-athletes. There is simply nothing else like it in our sport. The combination of BLVD with the significant benefits of being at Los Angeles provides an NIL program that will be second to none.”


“I want to be at the forefront of the changing landscape of collegiate athletics. Through our agreement with Stay Doubted and BLVD, USC has declared itself a leader in the NIL field. We want to put resources in place to help our student-athletes to thrive in all aspects of their experience, and the creation of BLVD will give our Trojans additional access to benefit from NIL opportunities Add to that the inherent advantages of being in Los Angeles, and I think we will be the industry leaders.


USC’s vision is to have the most student-athlete centered athletics program in the nation. Consistent with this vision, we support the ability of our student-athletes to earn compensation from third parties for the use of their name, likeness, and likeness (“NIL”), consistent with this policy and California Fair Trade Law. Pay-to-Play. USC wishes to provide student-athletes with the same rights immediately effective the effective date of this Policy and that the provisions of the Policy be interpreted and enforced in accordance with the language and intent of Fair Law. Pay-to-Play.


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