Reggie Bush's punishment outlived the original USC scandal by more than a decade. USC ended its formal disassociation with Bush in June 2020 after the NCAA's mandated ten-year period, but the Heisman Trust initially refused to restore his 2005 trophy unless the NCAA reinstated his status at USC. The dispute became especially charged after the NCAA adopted name, image, and likeness rules in 2021, allowing college athletes to earn money in ways that would have been prohibited during Bush's career. The NCAA nevertheless said it would not reopen old infractions cases and characterized the policy change as still prohibiting pay-for-play arrangements. Bush responded with a campaign for restoration, including public billboards, a legal petition filed by his attorneys with the NCAA in August 2023, and a defamation lawsuit alleging that the NCAA's use of “pay-for-play” falsely damaged his reputation. Former Heisman winners Eddie George and Johnny Manziel supported him, with Manziel threatening to boycott future Heisman ceremonies until Bush could appear as a recognized winner. On April 24, 2024, the Heisman Trust reversed course and returned the trophy, citing the transformation of college athletics, modern NIL rules, and the Supreme Court's 2021 challenge to the NCAA's amateurism model. USC restored Bush's banner at the Los Angeles Memorial Coliseum and retired his number alongside its other Heisman winners, closing one of the most unusual chapters in the award's history.
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