California to let college athletes sign endorsement deals

Sep 30, 2019 by

SACRAMENTO, Calif. (AP) — Defying the NCAA, California’s governor signed a first-in-the-nation law Monday that will let college athletes hire agents and make money from endorsements — a move that could upend amateur sports in the U.S. and trigger a legal challenge.

Under the law, which takes effect in 2023, students at public and private universities in the state will be allowed to sign deals with sneaker companies, soft drink makers or other advertisers and profit from their names and likenesses, just like the pros.

Democratic Gov. Gavin Newsom and others cast the law as an attempt to bring more fairness to big-money college sports and let athletes share in the wealth they create for their schools.

“Other college students with a talent, whether it be literature, music, or technological innovation, can monetize their skill and hard work,” he said. “Student athletes, however, are prohibited from being compensated while their respective colleges and universities make millions, often at great risk to athletes’ health, academics and professional careers.”

Newsom tweeted a video showing him signing the law during a special episode of HBO’s “The Shop: Uninterrupted” alongside NBA superstar LeBron James and other athletes.

Source: California to let college athletes sign endorsement deals – SFGate

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