California becomes first state to allow college athletes to be paid via ReutersTV
- California cleared the way on Monday for college athletes to profit from brand sponsorships and endorsement deals, as Governor Gavin Newsom signed legislation making it the first U.S. state to give them that potentially lucrative opportunity.
“I’m so incredibly proud to share this moment with all of you,” James, who bypassed college basketball and went straight from high school to the National Basketball Association, wrote on Twitter. “@gavinnewsom came to The Shop to do something that will change the lives for countless athletes who deserve it!”
The bill’s sponsors have said it also could encourage star players to stay in school rather than dropping out to turn professional. The NCAA reported total revenues of more than $1 billion last year, about 80% of which came from television and marketing rights fees. In a call with reporters on Monday, Newsom seemed unconcerned that the NCAA might sue or ban California colleges from NCAA competition and said the measure aims to establish a new status quo by addressing a social-justice issue.
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