Why is Reggie Bush suing USC, NCAA & Pac-12? Looking at his latest NIL lawsuit after Heisman Trophy reinstatement

Reggie Bush has filed a lawsuit against the trio of USC, the Pac-12, and the NCAA. The former Trojans running back is said to be seeking compensation for his name, image, and likeness, which he believes was exploited by the three organizations during his days playing college football.

Bush's legal team argues in the court filing that the three organizations profited substantially from the running back’s immense popularity and high-profile status when he played at USC. They cited revenue generated through TV contracts, merchandise sales, and others as proof.

It was further noted by Reggie Bush’s attorney, via ESPN, that the three entities continued to profit from his reputation after he departed from USC to pursue his NFL career. They claim these organizations reaped financial benefits without offering any recognition of Bush's contributions.

"This case is not just about seeking justice for Reggie Bush," said Evan Selik, one of the attorneys representing Bush. "It's about setting a precedent for the fair treatment of all college athletes.

“Our goal is to rectify this injustice and pave the way for a system where athletes are rightfully recognized, compensated and treated fairly for their contributions."

The lawsuit is coming after Reggie Bush had his Heisman Trophy returned

Reggie Bush had his Heisman Trophy reinstated a couple of months ago after it was forfeited in 2010 due to NCAA sanctions for receiving impermissible benefits. The Heisman Trust cited the enormous changes in the college football landscape as a reason for the reinstatement.

The development over the past couple of months and the advent of NIL in collegiate athletics has played a significant role in the legendary running back’s legal actions against the three parties.

The perceived unfair treatment by USC amid NCAA sanctions has also spurred Bush and his team. His No. 5 jersey, once retired and proudly displayed at the Los Angeles Memorial Coliseum, had been removed following the sanctions.

However, in a symbolic gesture of reconciliation following the reinstatement of his Heisman, the jersey was restored and prominently showcased once again during USC’s home opener against Utah State this season.

"We appreciate that the new administration at USC is trying to pick up the pieces of the former administrations' unjust and improper handling of Reggie Bush," said Levi G. McCathern, II, another one of Bush's attorneys. "However, the delay in fixing this speaks volumes."

The complaint by Bush mirrors one filed by members of the 1983 NC State men’s basketball team earlier this summer, highlighting similar grievances and legal claims. This could lead to more related legal battles in the college athletics landscape over the next months.