In the 18 months since taking over as USC’s athletic director, Jennifer Cohen has faced a myriad of challenges. She inherited an unstable department with an underachieving football program, and has had to navigate significant changes in college sports landscape. With a final ruling on a $2.78 billion antitrust settlement agreed upon by the NCAA and five power conferences set for April, USC is preparing to distribute $20.5 million in revenue to its athletes this fall if the House vs. NCAA settlement is approved.
Cohen understands the importance of winning on the football field, and has worked to give coach Lincoln Riley every resource possible to improve the team’s performance. With a focus on championship-level football, a new general manager, and revamped personnel department, Cohen is determined to see progress.
As USC approaches the final decision on revenue sharing in college sports, Cohen remains optimistic and motivated to lead the department into a new era. The university is committed to investing in football and broad-based athletic success, while also being financially responsible. With new revenue streams expected to come in, USC is preparing to adapt to the changing landscape of college sports.
Despite the challenges and uncertainties of the current environment, Cohen remains excited about the future of USC athletics. She recognizes the importance of staying aligned, investing wisely, and embracing the opportunities that lie ahead. As the department continues to evolve and grow, Cohen is focused on winning in this new era and ensuring the success of USC’s athletic programs.
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