Jennifer Cohen, the athletic director at the University of Southern California (USC), acknowledges the tumultuous state of college football, marked by rising operational costs and uncertainty about the future. She notes that the cost of running a football program has surged, with rosters now exceeding $40 million. Despite these challenges, Cohen reports that USC's athletic department has seen significant financial growth, with revenues up almost 60% and sponsorship values doubling. The Trojan Athletic Fund has also experienced a remarkable 707% increase in donations since Cohen took the helm. USC is set to open a $200 million football facility, showcasing its commitment to athletics. Cohen emphasizes the need for the industry to adapt and find sustainable solutions, while expressing confidence in USC's ability to compete effectively in the current environment. She supports the Big Ten's push for a 24-team College Football Playoff expansion but is also open to maintaining the current 12-team format. With high expectations for the football team under coach Lincoln Riley, Cohen believes USC is well-positioned to achieve its goals.