Op-Ed: College athletes are cashing in, and it's going better than many feared (via latimesopinion)
The NCAA has allowed endorsement deals only since July 1, and as an agent I’ve never seen such a rapid transformation as the switch from strict amateurism to athletic empowerment. There are certainly risks to allowing college athletes to hire marketing agents and sign commercial deals, but it is a long overdue change for the better.
For years many athletes from less affluent backgrounds have sent part of their scholarship check home to their families and tried to get by on very little. Unlike their peers, athletes could not work to supplement their income. Those at schools in expensive areas, like USC and UCLA, found the cost of housing, transportation and food more than they could handle.
The hope now is that student athletes will feel less pressure to jump early to the pros, if they can cash in on their brand while remaining in school. Since the rule change, there have been thousands of deals made by athletes and companies across the country. It’s not just the high-profile, like Alabama’s first-year starting quarterback Bryce Young, whose coach announced that multiple deals had netted the player almost seven figures. It’s also not just men who are benefiting. Athletes at the University of Texas have signed more than 175 deals, including 33 for softball players and 17 for volleyball players.
Some companies are winning publicity just for how they’re choosing student athletes. Jack in the Box is giving $5,000, as well as $500 in food credits, to a handful of college athletes with
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