USC has announced a new partnership with Cookies, a popular CBD/cannabis and wellness company. Cookie works with both the Trojans' men's and women's basketball and football teams. Trojan is the first school to contract with the company or a CBD company, making it a pioneer in this new initiative.
“Cookie's is excited to be a sponsor of USC Athletics for the upcoming 2024/2025 season,” said Varner, co-founder and CEO of Cookie's. “California is our home, and it is incredibly exciting for us that the Cookies will be joining the best athletic program at the oldest private university in California. We are honored and excited to be a sponsor and supporter of the Trojans with the brand “Fight!''
Cookie branding will appear on the team's social media accounts as well as exclusive promotional events and tailgate experiences at Trojan events.
September 7, 2024. Los Angeles, California, USA. USC Trojans wide receiver Zachariah Branch (1) takes the ball against Utah State Aggies linebacker John Ross May (1) during the second quarter at United Airlines Field at the Los Angeles Memorial Coliseum. run. Required credit: Jonathan Hui-Imagn Images / Jonathan Hui-Imagn Images
“With the decision to open this category, it was our goal to find the right partner for USC Athletics, and we have done just that with Cookies. We are also an innovative brand with a deep connection to style culture and wellness,” said Drew DeHart, vice president and general manager of USC Sports Properties, a branch of Playfly Sports. “We are excited for the Trojans to be leaders in collegiate athletics both on and off the field, and today’s announcement continues to demonstrate just that.”
Over the summer, the NCAA voted to remove cannabinoids from its list of banned substances. It will be interesting to see what happens from here, as Trojan takes its first steps into the world of cannabinoid partnerships.
No student-athlete has yet signed a NIL contract with a brand in the CBD category.
USC is successfully adapting to the new era of name, image, and likeness (NIL). The Trojans with the highest NIL valuations are quarterback Miller Moss ($1.2 million), women's basketball player JuJu Watkins ($576,000), and wide receiver Zachariah Branch ($454). . k), safety Kamari Ramsey ($340,000), and defensive tackle Bea Alexander ($301,000).
Moss' NIL valuation ranks 16th in college football. Moss' NIL contracts include those with EA Sports for College Football 25, Fragrance.com, and Rockin' Protein.
September 1, 2024. Paradise, Nevada, USA. Southern California Trojans quarterback Miller Moss, 7, reacts after the game against the LSU Tigers at Allegiant Stadium. Required credit: Kirby Lee-Imagn Images / Kirby Lee-Imagn Images
USC's official NIL program is called “The Shield” and is designed to be a convenient hub that centralizes all of USC's NIL resources and efforts.
No. 11 USC football has a bye week before heading to Michigan for its first Big Ten Conference game on Sept. 21.
“Two blue bloods, an iconic program were shut down. When Jim (Harbaugh) arrived at Michigan State, they (Michigan State) had their ups and downs. A lot of people on the outside thought they were I thought there was no way I could turn things around,” Riley said of the similarities between the University of Southern California and the University of Michigan.
USC has proven to be a “blue blood” program that can adapt to the ever-changing world of college football.
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