USC valued at $1.4 billion as Trojans tap into Big Ten money and L.A. market

When it comes to dollars and influence, USC is punching well above its revenue line.

The Trojans rank No. 8 in college football program valuations, according to The Athletic, amounting their value at $1.40 billion which puts them in place among the sport’s elite. That number might come as a surprise when you see their average football revenue is just $71.3 million being far less than teams like Tennessee or Georgia.

But this valuation is less about what USC has been and more about where it’s going.

The Trojans recently stepped into the Big Ten with more than just a schedule change. The financial upside is enormous.

For years, USC was tied to a Pac-12 media deal that paled in comparison to other Power conference payouts. Now, as a full-share Big Ten member, they’re cashing in. That alone bumps the program’s earning potential up by tons of millions per year.

Then factoring in the effect of playing in Los Angeles that being a major factor that sets USC apart. The city is a hotbed for talent, corporate partnerships, and exposure. Pair that with USC’s legacy as one of the sport’s blue collar talents, think Reggie Bush, Matt Leinart, and a long line of Heisman winners back to O.J. Simpson and most recently Caleb Williams. As the brand remains one of the strongest in college football.

USC’s football identity has been inconsistent over the past decade and yet, the valuation ignores short-term volatility in favor of long-term upside.

That’s what this $1.4 billion number is really about, the belief in USC’s ceiling.

With Big Ten money, L.A. resources, and a talent-rich pipeline, USC isn’t just relevant, it's dangerously well-positioned to dominate the future of the sport, both financially and competitively.

 USC hasn’t made a College Football Playoff appearance, and entering a rugged Big Ten won’t make that path easier.

But with elite infrastructure, NIL support, and a national brand that still resonates with recruits and TV networks, the Trojans are equipped to thrive in the professionalized era of college football.

And if they start winning like they used to? That $1.4 billion could look like a low-ball estimate.