University of Southern California Athletics
Powering Tradition, Community, and Economic Impact
The Challenge
For more than a century, the University of Southern California (USC) Department of Athletics has stood as one of the most storied programs in collegiate sports, with 133 national team titles and a global reputation for excellence. Beyond athletic achievement, USC Athletics and Auxiliary Services sought to better understand the scale of their economic and social contributions to the university, Los Angeles County, and the surrounding community.
How We Helped
In January 2021, USC Athletics and Auxiliary Services partnered with Tripp Umbach to conduct a comprehensive economic and social impact study. The analysis measured the direct and indirect impacts of athletic operations, employment, student-athlete activity, events, media reach, and auxiliary services. It also captured the broader fiscal and social ripple effects generated through community engagement, volunteerism, and brand visibility.
The Impact
Tripp Umbach’s study found that USC Athletics and Auxiliary Services generate $824.4 million in total economic impact annually for Los Angeles County and $659.5 million locally. Together, these operations support more than 6,000 jobs across the region.
USC Athletics’ influence extends well beyond economics—driving cultural pride, educational opportunity, and community connection. In 2020–21, 616 student-athletes participated in varsity sports, with non-scholarship athletes alone contributing $27.1 million to the university. Earned media for athletic events reached an audience of more than 12 billion views, valued at an estimated $109 million.
The enduring success of USC Athletics and the integrated strength of Auxiliary Services exemplify how tradition, excellence, and strategic investment can elevate both a university and the community it serves.