LOS ANGELES — When USC partnered with an outside media company to launch BLVD LLC, the hope was that its unique approach to facilitating name, image and likeness endorsement deals for Trojan athletes would help stave off the rise of a donor-run collective — and keep USC out of the crosshairs of any future NCAA crackdowns.
But less than two months later, The Los Angeles Times has learned that a group of deep-pocketed USC donors and diehard fans are proceeding with their own NIL operation against the school's wishes.
The group plans to soon launch "Student Body Right," a third-party collective they say is essential for USC to properly compete with other top schools that feature collectives. They're hardly alone among Trojans football fans, especially those frustrated by BLVD.
