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Eric Musselman is aggressively marketing USC basketball through viral videos and student engagement.

USC’s basketball attendance has plummeted to roughly 5,000 fans per night, down from over 6,000 in previous years despite the program’s recent Elite Eight run.

Musselman draws on lessons from his father about promotion and prior success selling out arenas at Nevada and Arkansas, calling student connection as central to rebuilding.

One month before the start of his second season as USC’s basketball coach, Eric Musselman stands at the edge of the Coliseum tunnel, dressed in full football uniform and helmet. When his moment arrives, the 5-foot-7 coach charges from the tunnel on cue,

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