USC will opt into revenue-sharing model proposed in House v. NCAA settlement

LOS ANGELES — In late April, speaking at an event hosted by USC’s NIL collective House of Victory, Lincoln Riley told a roommate full of donors that he made the decision to come from Oklahoma to USC three years ago in part because few schools in the country were better-positioned to capitalize on the changes across the college sports landscape.

But in the three years since, Riley has often had no choice but to play fundraiser in addition to head coach, as USC’s faced an at-times rocky journey with its foray into the NIL space.