USC AD Reaffirms Playoff And Title Expectations While Flagging Soaring Roster Costs

Keeping heavy roster spending and a new facility funded requires matching rising costs to revenue, Cohen said.

Overview

Jennifer Cohen publicly restated that USC expects College Football Playoff runs and to compete for national championships under Lincoln Riley.
Cohen called last season "deeply frustrating" and said the program has been trying to rebuild staff and infrastructure while playing at a high level.
She warned roster spending has climbed into the tens of millions this year and said the university must align future roster and NIL costs with revenue to keep the program sustainable.
USC has reinforced its operation through front-office hires, new coaching additions and facility work and arrives with top recruiting classes plus key returners including quarterback Jayden Maiava.
Riley faces intensified fan and media pressure entering a very difficult slate of games, and Cohen’s remarks highlight a broader college‑football spending loop where winning revenue often drives escalating costs.