California, governor Gavin Newsom signed a law allowing college athletes in state in the state to hire agents and receive endorsements for the use of there name, image or likeness. They can market brands and create youtube channels and monetize it.
Newsom signed the bill on an episode of “The Shop”, a talk show hosted by Los Angeles Lakers star LeBron James by sports media on HBO. The governor appearing alongside James, and WNBA star Diana Taurasi said the bill was “a big move to expose the farce and to challenge a system that is outsized in its capacity to push back.”
Only a hand full of college athletes turn professional, and for rest, college is the only time they can potentially make a profit off there athletic success.The college sports industry generated 14 billion dollars last year, and as athletes faced increasing demands and physical toll on there bodies, they didn’t receive one cent of that money.
The new law is suppose to go into full effect in 2023. The National Collegiate Athletic Association (NCAA), has held firm on there longtime rule that college athletes should earn a degree, not money, for playing sports. That long time rule has now been challenged in California with several other states to follow.