This comment from USC administrator Brandon Sosna thanking the fans after the loss to Arizona stood out to me:
“The respect for our basketball brand is strengthening thanks to you.”
Our basketball brand?
That is the difference between an administrator and the Trojan fans who watched/supported for years. He thinks it’s a “brand.” A way to make more money.
The fans are devoted because of their loyalty/love/devotion to the team.
Fans don’t think of it as a “brand.” That’s a cringy term to use for a college sports team. There used to be a term called “Trojan Family.” That’s not a brand. It’s a common feeling of support and unity. A common purpose. Not a brand!