The NCAA has historically enforced amateurism rules that restrict student athletes from receiving compensation for their name, image, and likeness, despite the college sports industry’s multibillion-dollar worth. On average, Division I football and basketball players are valued at about $160,000 a year, though fewer than one percent of them will go on to play professionally for profit.
This June, the Supreme Court unanimously sided with athletes in the landmark antitrust case NCAA vs. Alston. The ruling has helped turn the tide on the future of college athlete compensation.
On July 1, laws enabling players to profit from their name, image, and likeness took effect in at least 10 states, where many athletes are already benefiting from freshly signed endorsement deals. Nearly all other states have either passed or are actively pursuing similar legislation.