Actually, according to this article from from "L.A. Now" (or maybe it's really "Louisiana Now",
), the University of Southern California owns the rights to the "USC" trademark, and that decision has already been upheld in a federal U.S. Appeals court. In my opinion, that's exactly how it SHOULD be. Nobody ever heard South Carolina called "USC" until the last decade or so.
http://latimesblogs.latimes.com/lano...me-letter.html