Why Julian Lewis committing to USC is smart NIL decision

The future path for USC athletics has been carved in the last 24 hours. The Trojans made a bold move Monday, snagging athletic director Jen Cohen from Washington to lead USC into its Big Ten era. On Tuesday morning, Lincoln Riley picked up a verbal commitment from 2026 quarterback Julian “JuJu” Lewis.

Viewed by many as the top quarterback prospect in the high school ranks regardless of class, it sets up a clear succession line at the position for the Trojans. With Caleb Williams expected to be the top quarterback taken in this upcoming spring’s NFL draft, former Five-Star Plus+ prospect Malachi Nelson will be his predecessor.

USC may not even need to take a quarterback in the 2024 or 2025 class with the No. 1 prospect lined up to enter in 2026. Lewis made four visits out to Los Angeles, bonding with Riley, who has groomed three Heisman-winning quarterbacks.

What Williams and Nelson have also outlined is the NIL potential for a quarterback at USC.

While college football has become a game of “Who Can Dish Out the Biggest Bag?” the quarterback duo has been successful in cashing in from brand deals. The reigning Heisman Trophy winner has inked a slew of attractive partnerships, working with notable brands like Alo Yoga, NASCAR, Neutrogena and United Airlines. Before Nelson even enrolled at USC this past January, he was expected to sign close to a million dollars in NIL deals, according to ESPN.

Lewis is already primed to succeed in the new era of college sports. While the Georgia High School Athletic Association prohibits athletes from monetizing their publicity rights, the Carrollton High quarterback has done everything else to put himself in a position to eventually cash in on NIL.

The 6-foot, 185-pound Lewis has become a bit of a social media sensation, boasting more than 185,000 followers. That following count can equal real brand dollars down the road for the quarterback. With two years remaining in high school, he could soon begin to cash in. GHSAA executive director Robin Hines is scheduled to have an NIL proposal ready for his executive committee in early October.

Playing in front of the Los Angeles market could translate to more NIL opportunities. Similar to Bronny James‘ decision to stay home, the City of Angels provides all the resources needed to shoot quality content for brands. Most companies who will want to align with him have offices in the nation’s second-largest city. Filming a commercial and zipping back to campus for practice could be an average day for Lewis.

The USC brand itself is one of the most valuable in college sports, too. As the NIL market continues to develop, more endorsement deals could incorporate institutional marks. Williams showed that in his most recent NIL campaign with United, posing in a USC uniform on an airport tarmac.

USC offers national stage for Julian Lewis

Multiple sources have made it clear to On3 that multiple brands will be lining up to sign Lewis to a multi-year NIL deal whenever he can begin to profit. USC is obviously a Nike school, but the quarterback has the clout where he could become a valuable chessboard piece for a sportswear brand.

Lewis boasts a $475,000 On3 NIL Valuation, which ranks No. 5 in the high school football NIL rankings. The annual projection is sky-high because of the value his social media following provides to brands. USC’s House of Victory collective has established itself as a respected force in the NIL collective world. Launched in April, the organization has surpassed 50 athlete contracts across seven sports, with the intention to hit 100 deals by the end of 2023.

Playing for a program that is backed by an advantageous collective is a must in today’s world of college football. While Lewis already possesses the brand to be courted by a slew of companies, playing at USC will mean he has access to some perks. House of Victory announced last week plans to assist 65 families traveling to games this season. Athletes who sign with the collective can also receive an Alto membership and ride credit.

With USC’s move to the Big Ten for the 2024 season, Lewis will be guaranteed to play on a national stage. With college football headed in a direction with two power conferences, playing in one will be something top recruits continue to prioritize.

Julian Lewis is ready to cash in on his NIL. He’s been building a brand for years. The quarterback caught Nick Saban‘s attention at a summer camp as an 11-year-old. He’s trained by prominent quarterback coach Quincy Avery, and he picked Carrolton so he could be coached by the same high school football coach as Trevor Lawrence.

USC only adds to Julian Lewis’ budding NIL brand.