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California governor signs law permitting student-athletes to profit off name, image and likeness
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There’s about to be a showdown between the state of California and the NCAA.
On Monday morning, the Associated Press reported that California Gov. Gavin Newsom has signed into law a bill that will allow college student-athletes to profit off of endorsement deals using their name, image and likeness. Currently, that goes against the NCAA’s rules and regulations for amateurism.
Recently, the NCAA has looked into the idea of players receiving monetary gain from their name, image and likeness, putting together a working group to consider the matter. The NCAA was hoping California would wait until the committee had finished its research to act on the bill, but Newsom was quick to sign on the dotted line.
BREAKING: California governor signs law allowing college athletes to make money from endorsements and hire agents, setting up showdown with NCAA.
— AP Top 25 (@AP_Top25) September 30, 2019
The new law obviously challenges the foundation of amateurism that the NCAA was built upon. Earlier this month, the NCAA threatened to boot California-based athletic programs out of the organization, though that clearly didn’t have a major impact on the state when creating the bill.
The law is scheduled to take effect on Jan. 1, 2023. It does ban athletes from accepting endorsement deals that conflict with their schools’ existing contracts.
It will be interesting to see how the NCAA responds.
Dustin grew up in the heart of Big Ten country and has been in sports media since 2010. He has been covering Big Ten football since 2014. You can follow him on Twitter: @SchutteCFB