Two months ago, USC announced its NIL entity — BLVD LLC. — with designs on avoiding all the issues that may arise from a third-party collective, such as booster influence and potential NCAA scrutiny. It was essentially the school’s attempt of having a collective but one that it would have more oversight over.
Though that was in place, USC never had the power to prevent a collective from forming.
BLVD LLC. began its operations in earnest this month, but as collectives have grown in prominence throughout the recruiting landscape, some vocal USC fans were frustrated with the lack of use of NIL in recruiting efforts and thought it was costing the program some high-profile recruits. For example, five-star USC quarterback commit Malachi Nelson just took a visit to Texas A&M — even though NIL is technically not supposed to be used as a recruiting inducement.
The reality is that it is being used as an inducement even though the NCAA hasn’t really cracked down and may be powerless to actually do so. It remains to be seen whether Student Body Right will jump into that recruiting space, it told the Times it won’t, but it is at direct odds with what the school initially intended to do in the NIL sphere.
(Photo: James Snook / USA Today)