Reggie Bush Sues NCAA Over Name, Image, Likeness Restrictions

Reggie Bush sued the National Collegiate Athletic Association, the University of Southern California, and the Pac-12 conference Monday, alleging the groups conspired to keep the now-retired running back from selling his enormously valuable name, image, and likeness.

The Heisman Trophy winner said that the school and organizations continued to refuse to let him use his image, as it relates to his NCAA career, limits licensing, and restricts his ability to trade in the licensing market, in violation of California’s antitrust law.

Bush’s complaint comes shortly after a $2.8 billion settlement to resolve antitrust claims brought by former athletes, which antitrust attorneys said left the door open to future litigation.

“Reggie Bush received all the accolades a college football athlete could receive during his three years playing football at USC,” the complaint filed in California Superior Court, Los Angeles County said. “And while Bush received the accolades, Defendants, NCAA, USC, and the Pac-12 Conference received all the money.”

For example, USC and PAC-12 renegotiated television contracts following his college career with an increase of nearly $57 million, the complaint said. And the year Bush was on the cover of an Electronic Arts football video game, sales jumped by about $65 million.

Bush requests a court order blocking the defendants from using his name, image, and likeness to turn a profit, as well as revenue that they earned from this use, including profits earned on social media and through TV licenses.

The NCAA, USC, and the Pac-12 conference didn’t immediately respond to a request for comment.

McCathern LLP represents Bush.

The case is Bush v. Nat’l Collegiate Athletic Ass’n, Cal. Super. Ct., No. 24STCV24615, 9/23/24.