Back the Women, Reap the Wins: How USC’s New Era Is Being Led by Women’s Sports

Written By Ms. C. .

I’ve been USC through every era—through coaching changes, AD shifts, big wins, and hard losses—but even amid that loyalty, one frustration always lingered: our women’s teams were never backed like they should be.

It wasn’t because they lacked talent. It wasn’t because they couldn’t win. It was because leadership rarely gave them the same spotlight, resources, or attention as the men.
I’m not biased—I’m stating facts. When USC’s women finally got the backing they deserved, they delivered.

And in the last two seasons, they’ve been carrying the banner for USC athletics.

A Brief History of Leadership: Who Shaped USC Athletics

Pat Haden (2010–2016)

Stabilized USC during NCAA sanctions, but focused almost entirely on football. Little investment went toward women’s sports, and no new facilities were built for them.

“While women’s teams posted occasional success, those wins came from coach talent and athlete grit, not institutional support.”

Lynn Swann (2016–2019)

A Trojan legend with national visibility, but limited administrative experience. Oversaw scandal, inconsistent direction, and no meaningful elevation of women’s programs.

Mike Bohn (2019–May 2023)

Organized the department, supported USC’s transition to the Big Ten, and made two key hires:

  • Lincoln Riley (football)

  • Lindsay Gottlieb (women’s basketball)

“Two of the most transformative hires for USC in the last decade were made under Mike Bohn.”

But outside of those moves, infrastructure and equity still lagged. He resigned amid internal HR investigations.

Jennifer Cohen (August 2023–Present)

Brought 25 years of results from Washington, where she secured a $119M Adidas deal, led 19 Pac-12 title teams, and maintained a 987 Graduation Success Rate.

At USC, she:

  • Extended Lindsay Gottlieb through 2030

  • Backed a $20.5M athlete revenue-sharing model

  • Opened Rawlinson Stadium (first-ever home for women’s soccer/lacrosse)

  • Signed a 15-year NIL/media rights deal with Learfield

  • Oversaw a department-record 94% Graduation Success Rate

“For the first time in decades, women’s sports at USC are thriving not in spite of leadership—but because of it.”

What the Scoreboard Says: 2023–24 and 2024–25

Women's Sports Highlights

  • Basketball: Back-to-back No. 1 NCAA seeds, Big Ten regular-season champs (17–1) in 2024–25, two Elite Eight appearances

  • Soccer: Big Ten regular-season champions (2024), Rawlinson Stadium opened

  • Water Polo: NCAA runner-up (May 2025)

  • Track & Field: Big Ten outdoor champs; NCAA runner-up

  • Beach Volleyball: NCAA champions in 2024; quarterfinal exit in 2025

  • Volleyball (Indoor): NCAA second round, multiple All-Big Ten honors

  • Golf: 27th NCAA appearance; Jasmine Koo (B1G Freshman of the Year); Catherine Park (All-American)

  • Tennis: NCAA 2nd round; Big Ten quarterfinalists

  • Lacrosse: 10–7 record in Big Ten debut

  • Rowing: Competed at 2025 Big Ten Championships; All-Big Ten honorees

  • Swimming & Diving: 11th at 2025 NCAA Championships (March)

Men's Sports Highlights

  • Football: 7–6 in 2024; Vegas Bowl winners

  • Basketball: 17–18 in 2024–25; 7–13 Big Ten

  • Volleyball (Indoor): 20–6, MPSF runner-up, top-5 national rank

  • Track & Field: NCAA indoor champs; co-outdoor champs

  • Water Polo: 2024 NCAA runner-up

  • Baseball: 37–23 in 2025; NCAA regional finalist

  • Tennis: NCAA Super Regional

  • Swimming & Diving: 15th at 2025 NCAA Championships (March)

Why This Matters

USC’s men are still strong and competitive. But the women? They’re dominating—titles, NCAA seeds, facilities, academic success. They’re not just catching up. They’re leading.

“When you back programs equally, they flourish.”

For too long, USC’s athletic investment was lopsided. That’s changing. Cohen’s tenure is ushering in a new era—one where equity is reflected in funding, support, and national results.

This Is Personal. And This Is the Future.

As a lifelong USC fan, watching this transformation unfold is emotional. For decades, I watched our women’s teams fight uphill battles—grinding, winning, and still flying under the radar.

Now? The light’s finally on them. And they’re shining.

My hope is simple:
That Jennifer Cohen and USC continue this commitment—not just to competitive excellence, but to fairness, visibility, and opportunity.

Because women matter.
Because women deserve to be backed.
Because when they are, they lead.

Ms. C. .
Next

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