The better the Big East does as a WHOLE puts more money in the coffers at USF.  If two Big East teams make BCS games that helps the Big East.  If more teams make it to the NCAA hoops tourney, it helps USF by providing money to the athletic department.  The better the conferences prestige, the bigger television deals the conference can get.  This all helps USF. USC doesn't need to worry about that because you have to be a wealthy pretentious ******* to attend that school.  It does come in handy when needing to buy houses for parents of elite recruits though.