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Reggie Bush NCAA Won't Give Back Heisman ... Despite New NIL Rules

Awful news for Reggie Bush -- the ex-USC superstar will NOT be getting his 2005 Heisman trophy back ... despite the NCAA's new rules allowing athletes to profit off their name, image and likeness.

Remember, the NCAA made a monumental policy change last month ... finally giving players the opportunity to rake in dough via endorsement deals and sponsorships.

Bush -- who gave up his 2005 Heisman in 2010 after receiving improper benefits -- called out the NCAA and Heisman Trust after the new rules were announced .