There are only a handful of true national brands. In today's new era of college sports, USC being among the select few will be a distinct advantage. This is particularly true when looking at the need for any and all NIL deals to go through the clearinghouse.
Anything that comes from an outside source that ends up being a deal has to now have real-world value. There are some questions as to what exactly this will look like in practice, but the principle holds.
In the past, schools would have had the chance to find anyone willing to throw money toward a team, and there did not have to be a legitimate valuation that played a part in that decision.