ok with that but in principle but i am confident it will be used for colleges to pay athletes and help in recruiting.
And it seems the SEC states are leading the way which means everyone else will follow or their beloved "student athletes" will all go to alabama.
Here is how it will work:
First athletes and their lawyers will rightly claim that the colleges are getting zillions of dollars of the sweat and effort of their "student athletes" and if wheaties wants to put a college QB on the box, the "student athlete" should be compensated.
I agree.
Second, a college coach will remember "oh yeah, the CEO of wheaties is an alumnus of dear old U of X." So UofX tells the CEO who just happens to be a booster that Quintravarious Jackson and his little brothers Quadravarious and Trivarious Jackson are all great athletes and are interested in attending UofX. The problem is that UofY and UofZ are offering to put him in ads for chevrolet and Vagisill, since the CEOs of those companies are alumni of UofY and UofZ, respectively.
So if wheaties could promise the kid, i dunno, $2,000,000 in endorsements he would likely come to UofX and we would win the NCAA championship every year.
It will be done in the name of fairness for "student athletes" but will be abused in recruiting and under the table payments.
College athletics will be dead soon.
https://www.newsmax.com/us/ncaa-sports-endorsements-rules/2021/05/08/id/1020637/