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Q&A: As costs rise, AD Jennifer Cohen says USC is well-positioned amid college sports chaos

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Q&A: As costs rise, AD Jennifer Cohen says USC is well-positioned amid college sports chaos

Jennifer Cohen has heard her peers this spring lament the precarious state of college football, with the College Football Playoff format in flux, the College Sports Commission under fire and the current model of college athletics hanging by a proverbial thread. As athletic director at USC, Cohen understands the reasons for their doom and gloom.

There’s little clarity about where things stand in college athletics right now, let alone where they’re going. Plus, it has never cost more to run an athletic department — or a football program, with the price tag of rosters exceeding $40 million this season — in part because of name, image and likeness rights.

“There’s no doubt that this last year’s been frustrating, and that’s because we tried to fly a plane and build a plane at the same time,” Cohen told The Times last week. “So it’s certainly not going swimmingly, right?”

Before discussing all that’s wrong with the current college sports landscape, Cohen wants to remind everyone that it hasn’t all been bad.

“It’s important to talk about what are the positives that came from what’s happened,” Cohen said.” And from my perspective, student athletes have benefited now more than ever, you know?”

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At USC, Cohen has managed to steer the athletic department through the chaos. As costs have risen exponentially with the advent of revenue sharing, Cohen says department revenue at USC is up almost 60% over a three-year span, sponsorship values have doubled and USC donors have poured money into the Trojan Athletic Fund, which is up 707% since she started.

Jennifer Cohen, left, and university president Carol Folt, right, flash the “V for Victory” hand sign during a news conference in 2023 introducing Cohen as USC’s new athletic director.

(Ringo Chiu / For The Times)

And later this summer, USC will open a $200-million football facility — a rarity in an age when such spending has more often taken a backseat.

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None of that is to say USC is immune to the coming financial crunch in college sports.

“We also have to manage expenses, and we’re trying to do that and still support what we think is part of our DNA, which is [keeping all] 23 programs,” Cohen said. “As you look at the financial benefits that football brings to this place, the more you’re gonna take those revenues from football and put it back into football and to football student athletes versus other programs, you’re gonna feel the pinch. And so we’ve tried to mitigate that with new strategies on revenue generation.”

But what about when football rosters costs balloon to $50 million … or $60 million? What about $100 million?

“Hopefully not,” Cohen said. “We’ve gotta match roster spends with revenues and, and, and, and how we run a business.”

“I don’t think there’s one simple answer to this, and I do think that we are at a point where we’ve got to figure out as an industry, how do we do this in a smart way and not just let our competitiveness get the best of us? But that’s hard when football winning is the only way that you pay your bills.”

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The Times sat down with Cohen last week to discuss the state of affairs in college football and USC’s athletic department. The following conversation has been edited for length and clarity.

With college football in such an uncertain place, do you feel like there needs to be some form of outside intervention? Or some major governance change that would help solve these problems?

“I think at some point in time we’re gonna have to find something. I mean, obviously we’re a year in. So I think first we all need to look in the mirror — myself included, as a leader — and say, ‘What did we do in this new system that worked? And what have we done in this new system that doesn’t work? And the question becomes, ‘Can you get everybody across the Power Four [conferences] to do that exercise and be honest enough to find some sort of solutions together? Or do you need to start looking at other solutions? I, for one, fully believe in federal support. I understand why it’s needed. I’m somebody that spent a lot of time on that earlier in my career, and, you know, the patchwork situation of laws is not fair from a competitive standpoint. It’s also very confusing to student athletes and to their families and to our coaches. But I am absolutely not holding my breath for that.

Eric Musselman, left, and Jennifer Cohen hold a jersey with Musselman's name as he's introduces as Trojans' basketball coach.

Eric Musselman and athletic director Jennifer Cohen hold a jersey with Musselman’s name during his introductory news conference as the Trojans’ basketball coach in 2024.

(Myung J. Chun / Los Angeles Times)

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“The most important place where I’m spending my energy is figuring out how we are going to win in whatever environment that we’re dealt. Because I don’t have as much control in my current role to solve for all of those national issues. I am 24/7 thinking about how USC is going to compete in whatever environment we’re in. And I feel really confident that we will. But as somebody that loves college sports, I also think that we are gonna have to find a different alternative than how we’re operating right now to have a sustainable and durable model.”

USC seems to be in a really strong place with NIL, stronger certainly than when you were hired. How would you say that USC has gotten to that point?

“ When we got here, my mantra was if you’re not ahead, you’re gonna get behind. And so there were a lot of areas that we focused on to just try to improve and get ahead, and NIL was one of them. There’s a natural ability here to be really competitive in NIL — especially in the third-party space with brands. You know, we were just looking at some data the other day just in this new CSC-NIL Go model. Our brand deals are valued 2 1/2 times more than the national average, and I think that really speaks to both USC, the city of L.A., and obviously the quality of the student athletes that we have. And I think it’s just been a strategy of embracing the new era, recognizing that it’s really cool to be able to have student athletes benefit in that new era, and it’s important, and that you have to be competitive in that space.

“And so I think it was just a matter of having intentionality in a plan and getting all of our stakeholders aligned around that plan, and it was an urgent matter to keep trying to get ahead in that space. Because if we weren’t, other people were. That’s how we’ve been tackling it, and so we’re really proud of how robust the program is now. But we’re gonna have to keep getting better at it. We’re gonna have to keep evolving.”

The Big Ten has come out in favor of expanding the College Football Playoff to 24 teams. What are your thoughts on that?

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“We’re unified as a league around 24, there’s no doubt about that. And obviously that’s gaining traction in some of the other conferences as well. And so where we’re unified, USC’s gonna support that. I think that there’s merits in the 24 model. I also think there’s plenty of fair questions around that. It has to make sense for everybody. So that’s kind of where we stand on it.

USC athletic direct Jennifer Cohen wears a headset with microphone as she's interviewed before a football game in 2023.

USC athletic direct Jennifer Cohen wears a headset with microphone as she’s interviewed before a football game in 2023.

(Icon Sportswire via Getty Images)

“I think personally speaking, I would have absolutely no problem staying at 12. I think we’ve experienced a lot of change in college sports and in college football. I think we need to understand how that change is impacting not just us, but our fans and others. And so if we end up at 12, I’m confident that we’re gonna find our way in that 12 every single year. And again, uh, that’s where my focus is. I mean, I am nonstop thinking about how USC athletics can compete in whatever model that we’re in, and I feel really good about the plans that we are developing and will continue to develop because we’re gonna have to keep changing to, to make sure that we’re competitive.

Being that it’s now Year 5, is it fair to say that the expectation is that Lincoln [Riley] needs to take USC to the Playoff this year?

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“The expectation has always been the same. That’s the thing, that’s the reason why I came here, is that the standard is high. We do expect to make the playoff. We do expect to have a championship run. We do expect to be competing for championships every single year. I think that’s what’s awesome about USC, is that that’s what we all expect of it. And I know that I’m not the only one that expects that. I know our fans expect that. I know that he expects that. And so I really like this team. I really like the kids that we brought in. I love the returners. I love the leadership of this team.

“We’ve got some really outstanding older young men in this program that get it, that have been through a lot and really care about this place and this program. The young guys are awesome. They’re really challenging the older guys. So I feel really good about the talent level of this team, and I feel really good about what Lincoln’s done. I think with this staff, I think we have a highly competitive staff. I think we have a really experienced staff. And then you can’t dismiss what Chad’s accomplished. You know? I think that that’s been the benefit of bringing in not just Chad, but an entire front office staff, taking the pressure off of Lincoln, taking the pressure off of the other coaches so that they can be at their best. I mean, he’s been really energized about that and really focused on taking the strengths that he has. So yeah, the expectation, I mean, we haven’t been shy about that. We expect to win, and I, I feel confident that we’re going to.”

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2026 World Cup Golden Glove: Martínez, Simon Tied Atop Oddsboard

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2026 World Cup Golden Glove: Martínez, Simon Tied Atop Oddsboard

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It’s not only the boot that’s prone to turning gold.

The Golden Glove is the award given to the best goalkeeper at the World Cup. The winner often comes down to impact, with clutch saves in knockout stage matches and standout performances in the tournament’s crunch-time moments.

In four of the last five World Cups, the winner of this award has come from the champion nation. 

Emiliano Martínez of Argentina is +450 to become a repeat Golden Glove winner (Getty Images).

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Let’s dive into the odds at FanDuel Sportsbook as of June 22.

This page may contain affiliate links to legal sports betting partners. If you sign up or place a wager, FOX Sports may be compensated. Read more about Sports Betting on FOX Sports.

Golden Glove Winner 2026

Emiliano Martínez: +390 (bet $10 to win $49 total)
Unai Simón: +390 (bet $10 to win $49 total)
Mike Maignan: +650 (bet $10 to win $75 total)
Alisson Becker: +750 (bet $10 to win $85 total)
Jordan Pickford: +1200 (bet $10 to win $130 total)
Manuel Neuer: +1400 (bet $10 to win $150 total)
Ederson: +1400 (bet $10 to win $150 total)
Diogo Costa: +1600 (bet $10 to win $170 total)
David Raya: +1800 (bet $10 to win $190 total)

In Argentina’s first match against Algeria, Martinez exited with a clean sheet, but the Algerians did not register a shot on goal. He had no saves. 

Going back in time, Martínez played a pivotal role in Argentina’s 2022 FIFA World Cup title, starting all seven matches and playing every single minute. He conceded only eight total goals and kept three clean sheets. 

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Martínez also took home the Golden Glove at Copa América in 2024 as he had five clean sheets and only allowed one goal in the entire tournament.

Simon was an influential piece in Spain’s 2024 European Championship run, allowing only three goals and putting together two clean sheets in six matches. 

This is Simón’s second career World Cup appearance after playing every minute of the team’s four matches during the 2022 tournament. Through two games, he has two saves.

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Rams QB Ty Simpson embracing an unusual bedtime routine to spur his development

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Rams QB Ty Simpson embracing an unusual bedtime routine to spur his development

Ty Simpson listens to himself in the evening before he falls asleep. And also when he gets up in the morning and heads to work at the Rams’ practice facility.

The rookie quarterback hears his own voice on audio recordings as he recites the team’s play calls.

“I want to make sure it’s the last thing I think about when I go to bed,” he said recently, “and the first thing that I wake up to.”

The Rams ended their offseason program last week. But Simpson, a Tennessee native, said he would remain in Southern California and continue to study in preparation for training camp at Loyola Marymount in late July.

Simpson began the practice of recording himself at Alabama, where he was the starter in the last of his four seasons with the Crimson Tide.

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Now he is the heir apparent to Rams quarterback Matthew Stafford, the reigning NFL most valuable player.

The Rams surprised many when they used the 13th pick in the draft to select Simpson, who started only 15 games. But Simpson is doing everything he can to fit into a position group that includes Stafford, 38, fourth-year signal-caller Stetson Bennett and undrafted free agent Matthew Caldwell.

“Feel like I’m a freshman again — drinking from a fire hydrant,” he said, adding that he knows and is comfortable with high expectations. “The quarterback runs the show here, just how I like it.”

Stafford, entering his 18th season, has said that Simpson has not been shy about asking questions.

“I hope I’m not annoying him,” Simpson said, “but I really appreciate the big brother kind of role he’s playing in my development.”

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Stafford is “the MVP for a reason,” Simpson said. “Everything he does, he’s so just aware of everything, aware of how everything works. … I really appreciate him and Stetson taking me in and answering all the questions I have.”

Bennett got limited reps during the offseason program. But his opportunities are expected to increase during training camp as the Rams manage Stafford’s workload.

When asked about Bennett, coach Sean McVay and offensive coordinator Nate Scheelhaase seemingly have gone out of their way to speak generally about rookies.

“They’re way behind in terms of just the overall teaching progression but they’re learning,” McVay said. “Ty, like the rest of the rookies, are doing a really nice job.”

Scheelhaase, who went through several head coach interviews during the offseason, is in his first season as the Rams’ coordinator.

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“I’ve been encouraged with all of our rookies, including Ty,” Scheelhaase said. “First things first, you want to see, do they come in? Are they coachable? Are they willing to work? And you’ve seen that from Ty from Day 1.”

Simpson said that, so far, the jump from college to the NFL has not been daunting. Quarterback coach Dave Ragone and teammates have helped ease the transition.

“The biggest thing is just how detail-oriented everybody is,” Simpson said, adding, “It’s really, really cool because, coming from Alabama in the SEC, that’s how pro-ready I felt.”

With Stafford under contract through the 2027 season, Simpson might not play for a few years. But if Stafford were to suffer an injury, his time could come sooner.

Simpson is expected to play extensively during preseason games later this summer.

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To make sure he’s prepared, Simpson recites and listens to his play calls.

“So when I get in the game and hear a play call, I can just imagine it and see it,” he said. “That’s a big thing, just knowing the terminology and being detail-oriented just like Matthew and Stetson.”

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Where In The World Cup Is Jameis Winston?

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Where In The World Cup Is Jameis Winston?

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Jameis Winston traded the gridiron for the world’s game this summer, living it up with a different kind of football (and football fans) as a FOX Sports World Cup correspondent for the 2026 tournament. 

Winston — the 2013 Heisman Trophy winner and current quarterback for the New York Giants — will take the hype around the largest World Cup yet, as a 48-team tournament co-hosted by the United States, Mexico and Canada.

Here’s a look at some of the best moments from Winston’s World Cup journey:

Jameis “Man of the People” Winston

Not only is Winston making a massive impact on fans at the World Cup, but he’s also carving out a brand-new reputation. Thanks to his larger-than-life personality, he is quickly becoming the ultimate “man of the people.”

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He’s been connecting with fans at every turn, even handing over his No. 4 United States jersey to a local fan in the crowd.

“He just gifted me his jersey,” one fan said. “This is unbelievable. My grandma will hate me for that. I’m speechless. This is amazing. Whoever said the U.S. can’t do soccer? Go USA. Go America.”

If there’s one thing Winston has accomplished throughout this World Cup, it’s proving that he truly is a man of the people.

United StatesInside Look at Winston’s Epic Week-Long Celebration with U.S. and Australian Fans

Winston’s World Cup journey continues as he sets out to assemble the loudest possible “USA” chants. The momentum started earlier in the week at a Seattle Mariners game, where he successfully rallied an entire section into full-voice chants.

He took that to the pre-game show, along with a countdown to the USA vs. Australia matchup. His goal was simple and that was to bring both fanbases together while highlighting what makes American and Australian soccer cultures special.

“My mission today is to allow Aussies to hear the USA chants from sea to shining sea,” Winston said.

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The United States defeated Australia 2-0 on Friday night, and Winston matched the crowd’s energy throughout. As tensions rose following several hard challenges on the pitch, he kept the atmosphere lively by engaging in plenty of friendly trash talk with opposing fans.

“The Australian team…they just don’t know what to do with us,” Winston said. “They’re turning to violence. That’s what little cousins do when they can’t fight.”

Despite the result not going Australia’s way, Winston embraced the opportunity to connect with the Australian fans throughout the week. While Americans have their own traditions, few experiences topped Winston’s firsthand look at Australia’s famous shoey celebration.

Winston witnessed one of Australia’s most famous traditions firsthand as fans drank beer from a shoe.

“They showed us an amazing tradition in Australian culture,” Winston said. “I’m talking about drinking a brew from a shoe. You gotta love traditions.”

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United StatesReady For USA-Australia in Seattle

Emerald City is ready! Seattle has a legit claim at being one of the most soccer-crazed cities in the country. Winston joined the American Outlaws – the official supporters’ group of the U.S. teams – before Friday’s huge match. 

Seattle is awash in red, white, and blue and this city knows how to get behind a winner, having just recently celebrated the Super Bowl-winning Seahawks. 

United StatesConvinced Mariners Fans To Start “USA” Chants

Winston has now found himself at a Seattle Mariners game, where he was honored with the opportunity to throw out the ceremonial first pitch. Next, he’ll turn his attention to soccer as the United States men’s national team prepares to face Australia at Seattle Stadium on Friday night.

Jameis Winston throws first pitch at Seattle Mariners game

During his appearance at T-Mobile Park, Winston rallied the crowd into a loud chorus of “USA” chants. His mission was to create the biggest chant possible in Seattle, and by all accounts, he succeeded.

As Winston’s World Cup journey continues across the country, he is bringing fans together through a shared love of the game. The roaring “USA” chant at the Mariners game was another example of his ability to connect with sports fans wherever he goes.

EnglandThat’s ‘Sir’ Jameis Winston To You

Now, it doesn’t seem likely that these England supporters actually have the royal authority to knight Jameis Winston, but listen: it’s the World Cup, everyone is having a good time, so, Sir Jameis Winston it is, even if just for a day.

Even if being knighted is an ephemeral act, that kit is not: Winston now has himself an England jersey with his name on it. A knight’s cuirass? Brigandine? Hauberk? His chain mail? Whichever it’s standing in for, it’s custom just for Jameis.

ArgentinaCatching The Perfect Angle of Lionel Messi’s Golazo

Lionel Messi has completely taken over Argentina’s opening FIFA World Cup match against Algeria, scoring not one, not two but three goals, completing the hat trick. He would have even had a fourth if he hadn’t been ruled offside earlier in the first half.

Jameis Winston had the best angle on Messi’s golazo and was seen celebrating with fans in Argentina’s section. He was also wearing a customized “Winston Argentina” jersey.

ArgentinaA Goat Dressed As Messi The GOAT

Tuesday ahead of Argentina’s World Cup opener against Algeria in Kansas City, Winston was getting pumped for the match. But he wasn’t alone. 

Winston had a pal with him, a literal real-life goat named Wesley, who was perfectly dressed for the occasion in a Lionel Messi jersey. This World Cup is expected to be Messi’s last, and because of that, it’s worth celebrating and savoring every moment the GOAT is on the pitch.

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It’s not often to see a goat, much less one adorned in the trademark colors of a living legend, being at the center of attention ahead of one of the most anticipated games at the tournament. But Wesley-dressed-as-Messi deserves all the love he was shown in KC.

JapanWinning Over Fans By Helping Clean Dallas Stadium at the World Cup

Winston continues to be a national treasure when it comes to his involvement in the World Cup this year. He was spotted helping Japanese fans clean up the stands (a tradition that was spotlighted after the team’s first World Cup in 1998) following Japan’s thrilling 2-2 draw with the Netherlands on Sunday afternoon. 

The FOX Sports broadcast team, featuring Rob Stone, couldn’t contain their excitement for Winston as the feed shifted over to him in the crowd.

“Jameis Winston is working with the Japanese national team to clean up Dallas Stadium,” Stone said. “He’s a man of the people. Show me a number one draft pick in NFL history who takes out his own garbage bag and cleans up inside the stadium.

One of the Japanese fans later described how he was surprised to see an NFL quarterback joining the clean-up effort, but was appreciative on Winston joining the cherished tradition. 

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NetherlandsRiding The Dutch ‘Oranje Army’ Bus

Jameis got up close and personal with one of the best fan bases in the world in Dallas, where the Netherlands and the always raucous “Oranje Army” know how to make an entrance.

Winston rode along with the Dutch fans in their “Oranje Army Bus” and admitted that “there’s nothing bigger than the Dutch Army.”

United StatesWitnessing USA’s Win With IShowSpeed

USA! USA! 

Jameis took in the sights and sounds at Los Angeles Stadium for the United States’ opening match Friday, which included meeting up with influencer IShowSpeed. Not a bad way to see one of the USA’s biggest wins ever at a World Cup.

Jameis Winston Witnesses USA's CRAZY FIFA World Cup™ Win! 🇺🇸 🤯

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