California Becomes First State to Allow Student-Athletes to Profit Off of Own Likeness - Trak | Partnership Activation Software

California Becomes First State to Allow Student-Athletes to Profit Off of Own Likeness
Posted On: Sep 30, 2019

The landscape of college athletics is about to be changed forever.

Today, California signed a bill allowing student-athletes to profit off of their own likeness and image. This essentially means that that they can now sign endorsement deals, get paid for commercials or promos, or even work have a YouTube channel that they profit from (see: Donald De La Haye).

This is huge news and has the potential to create a monumental change on college athletics. The NCAA has preemptively come out and stated they are against California doing this. NCAA President Mark Emmert threatened that California schools would no longer be able to compete for NCAA Championships.

Down the road, this will likely end up in US Congress and could become a federal law. In the meantime, look for other states to introduce similar legislation and follow California's lead. It will be very interesting to see how the NCAA responds.

If the NCAA is unwilling to cooperate as more states introduce similar laws, this could mean the end of the NCAA as it stands right now. This law won't go into effect until 2023 so there will be plenty of time for deliberation and changes along the way.

If it does stand, then the sponsorship industry changed drastically for college athletics.

What do you think? Should student-athletes be able to profit off of their name and image? Let us know on Twitter and Instagram @TrakSoftware.


Written By: James Campbell