college football

The initial concept for USC’s Bloom Football Performance Center was first born on the back of a napkin. It was late November 2021, and Lincoln Riley was on a plane to Los Angeles, where he was slated to be introduced as USC’s coach.

The then-hypothetical facility had been a critical contingency for Riley, who never toured USC’s facilities, but knew — like most people around college football — that the Trojans were seriously lacking in that department. For years, USC officials had resisted doing anything about it. The John McKay Center hadn’t even been around a decade, they’d inevitably say. Plus, there was the not-so-insignificant problem of where to build a new facility on campus.

Riley knew that. And he asked anyway.

“That was a little bit, in that moment, my way to test how committed SC was,” Riley said Thursday. “This honestly was probably the biggest test of commitment for, ‘How invested are we to get this program back?’ When that was met with no hesitations, that was a pivotal part of me taking this job. I think it’s fair to say, if that commitment hadn’t been made, I probably wouldn’t be here.”

The Bloom Football Performance Center on the campus of USC.

Almost five years later, the plans Riley sketched out that morning have been brought to life in one of college football’s finest facilities, the towering jewel of a $225-million capital project at USC that also includes a new baseball stadium (Dedeaux Field) and a women’s soccer and lacrosse field (Rawlinson Stadium).

The three-story, 163,000-square-foot football-only facility opened Wednesday night, with Riley reflecting back on that napkin and marveling at how far the program had come since. But this gleaming building and its array of amenities had far exceeded his initial expectations, he said.

He called it “magical.”

“You can say or promise that you’re gonna build a facility, and then you can halfway do it or you can do it right and just go over the top and just really not hold back in any way, and that’s what our university has done,” Riley said. “I’m proud and thankful for the university for making this happen.”

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1. Bronze plaques of previous USC players adorn the wall of the Mark and Mary Stevens Trojan Legacy Wall at the USC Bloom Football Performance Center. 2. The weight room of the USC Bloom Football Performance Center. 3. A wall of USC players drafted by NFL teams at the Bloom Football Performance Center. 4. Trophies won by the USC football program on display at the Bloom Football Performance Center.

The real magic was that it happened at all, considering all that changed or had gone awry. The athletic director who first agreed to Riley’s facility request, Mike Bohn, resigned. The university president who signed off on it, Carol Folt, retired.

The cost of doing business in college football also went up exponentially with the advent of revenue sharing, all while the university was going through a financial crisis. None of which helped when it came to asking for $200 million in private donations.

Then there was the matter of physical space. The only option to build the facility was to demolish the Trojans’ longtime baseball field and displace the program for multiple seasons.

Hot tubs at the USC Bloom Football Performance Center.

“Think of what Coach Stank and the baseball team, what they had to give up to make this work,” Riley said. “The importance of just getting everybody together and on the same page and pushing in the same direction, this building is one of the first real signs of that. Because this took everybody.”

Riley, in particular, proved to be “very influential” in the process, according to Jeff Fucci, USC’s senior associate athletic director for capital projects.

“Coach was tireless in making sure that this was something that was not going to just be a vision and something that was talked about and not followed through on,” Fucci said.

It also took endowing just about every physical space in the facility to raise the necessary $200 million to build it, from the “Peets Family Atrium” to the “Al Cowlings Defensive Tackles Room” to a hallway labeled as the “Mark and Mary Stevens Legacy Walk.” Even some of the bathrooms bear plaques from donors eager to get their name somewhere in the building.

The locker room at the USC Bloom Football Performance Center,.

“This has been a huge, huge investment from the university,” Fucci said.

The result is a facility that stands in stark difference from the John McKay Center, which cost $70 million when it opened in 2012. That building was “80% subterranean”, according to Fucci — with not nearly enough space to contain the football program, let alone the other sports programs that used it.

Natural light pours into Bloom Center, by contrast. Thirty-foot glass doors open up onto the Trojans’ practice field from a 12,000-square-foot weight room with towering vaulted ceilings. From above, an outdoor terrace is outfitted especially for hosting recruits or other luminaries, complete, for the time being, with basketball courts and pickleball.

“I love coming to the weight room in the morning,” said offensive lineman Tobias Raymond. “The sun is coming up, and you can see it, and you open the doors and you get the fresh air blowing in.”

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1. Jeff Fucci, USC senior associate athletic director, leads the media on a tour of the Bloom Football Performance Center on Thursday. 2. USC players make their way to the locker room. 3. Mannequins on display with USC football uniforms outside of the on-site cafeteria at the Bloom Football Performance Center. 4. The cafeteria at the Bloom Football Performance Center. 5. The weight room opens near the practice field.

Riley wanted the facility to put a special emphasis on recovery. So now, players have access to infrared beds, sensory deprivation tanks and AI-led massage chairs. There are hot tubs and cold tubs and a players-only sauna, while every locker is outfitted with a leather zero gravity chair. There’s even a barbershop.

“It’s hard to get our players out of here,” Fucci said.

Riley has been no different. Shortly after moving in, with his family out of town, the coach said he hunkered down for five straight days in the facility.

Before, that would’ve meant barely seeing the sun. But now, as the sun poured through the third-floor atrium of the Bloom Center, Riley couldn’t help but point out the symbolism of such an ambitious undertaking actually coming to life.

“They said it couldn’t be done,” Riley said. “But here we are.”

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1. The football practice fields next to the Bloom Football Performance Center. 2. The rooftop deck, an event-ready space at Bloom Football Performance Center. 3. USC football coach Lincoln Riley, left, speaks to the media in the team room at the Bloom Football Performance Center on Thursday. 4. The lobby of the Bloom Football Performance Center.

Injury update

Projected starting center Kilian O’Connor suffered a non-contact injury during USC’s camp practice Wednesday and will be out for the rest of the season, Riley announced.

“Tough one for the guys to see,” Riley said. “A great reminder for all of our guys just how nothing in this game is ever guaranteed. We’re fortunate to have enough depth on the O-line that we’ve been working on to continue to push forward.”

CHICAGO — After leaders of the Southeastern Conference spent last week warning of a Plan B to potentially “break away” from the NCAA, Big Ten commissioner Tony Petitti tried to steer away from that conversation and toward a Congressional solution on Tuesday.

But if Congress can’t pass the Protect College Sports Act in the coming weeks? Well, the conference is already talking contingency plans, Petitti said.

“Breakaway is a word that creates a lot of emotion,” Pettiti said during his annual Big Ten media day address on Tuesday. “Is there another path where if you can’t solve it in the bill and if you can’t solve it with your colleagues, is there some path where you have to have conference-based rules? That’s not necessarily breaking away. It doesn’t mean you’re not going to play anybody else. But is there a path to have rules that we can at least operate from the conference?

“We absolutely have to do everything we can to prepare for every one of those things.”

The future of college football continues to hang in the balance as Congress works to get the two power conferences on board with a bill that has not received their full support. Petitti said on Tuesday morning that he’d yet to see the new language of the Protect College Sports Act, which added revisions to appease the SEC and Big Ten, but expected to see it later Tuesday.

The commissioner said he didn’t expect the bill to be “perfect for us in every one one of those places,” but he expected concessions to be included in the newest version, including potential provisions around a super league, pre-enrollment inducements for high school prospects and a carve-out for up to $20 million in additional cap space to retain players.

Whether those concessions will be enough to get the two power conferences on board remains to be seen. Time is running out for a bill to be passed before Congress takes a lengthy recess, significantly delaying any meaningful reform in college athletics.

“If Congress is going to be involved in deciding who can be in what conference and when you can move and how you move and how you schedule based on certain things happening, we just need to get that right,” Petitti said. “And so we want to make sure that the productive conversations we’ve had the last couple of weeks on that section specifically are reflected in the drafting of the bill.”

Petitti said that the Big Ten would’ve preferred “a much skinnier bill” than the current version, but “that is not the reality right now.”

“Is there more good here than not, right?” Petitti said. “That’s the way to look at it.”

Passing that bill is the primary focus for now. It’s why Petitti has been to Washington 21 times, he said, during his tenure as commissioner. But other uncertainty still looms over the sport.

The Big Ten is still also pushing for a 24-team College Football Playoff, but Petitti said that the conference’s stance has evolved since he first started pushing the idea a year ago.

“We’ve made adjustments in our league,” Petitti said. “We were focused on automatic qualifiers. We’re not focused on that anymore. We’re looking at the committee picking the field of 24. We feel that ultimately will still unlock the power of scheduling that we want.”

The Swoosh is staying at USC for the foreseeable future.

USC and Nike agreed this week to a 10-year extension of their all-sports apparel deal through 2036, the school announced on Tuesday.

Their partnership was already among the longest-running apparel deals in college athletics. Now it’s ensured to carry into its fifth decade.

“USC and Nike have grown together for more than 30 years,” athletic director Jennifer Cohen said in a statement, “and we are thrilled to continue one of the great partnerships in college athletics.”

At the time that USC first signed exclusively with Nike, such corporate sponsorships were a relatively new revenue stream for the school. Now, in the revenue-sharing era, they’ve become a ubiquitous — and essential — part of operating an athletic department.

This new deal should look a bit different than the last few times that USC extended their apparel deal with Nike. For one, it includes an NIL component, with select top-tier Trojan athletes slated to score their own NIL deals with Nike.

As part of the extension, USC’s new Bloom Football Performance Center will become the first facility in the nation fully outfitted with Nike strength equipment. Nike also agreed to design “custom uniform collections” for the USC men’s and women’s basketball programs and to renovate the USC Bookstore.

The financial terms of the deal were not disclosed. Other Big Ten schools signed with Nike signed during a stretch between 2015 and 2016 that became an apparel arms race around college football. Ohio State signed a 15-year, $252-million deal with Nike in 2016, while Michigan inked an 11-year, $174-million deal with Nike and Jordan Brand.

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?”

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.

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.”

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 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)

“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?

“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.

(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?

“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.”