U.S. college athletes can profit from brand sponsorships and endorsement deals u...
- U.S. college athletes can profit from brand sponsorships and endorsement deals under a new rule approved on Tuesday by the governing board of the NCAA, the organization that regulates U.S. collegiate sports.
The change will likely benefit athletes in high-profile sports such as football and basketball, which drive billions of dollars in advertising and revenue for media outlets, schools, coaches and the NCAA itself. California has already approved legislation to allow student athletes to earn endorsement money, long forbidden by the NCAA as part of its mission to protect the amateur status of collegiate sports.
The Indianapolis-based NCAA reported total revenues of more than $1 billion last year, about 80% of which came from television and marketing rights fees.
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