Starting Thursday, college athletes will gain a measure of economic freedom by being allowed to profit off their name, image and likeness. Essentially, they can work for, promote or endorse specific businesses while playing sports.
It might be signing autographs at a local car dealership. It might be promoting a local (or national) business on social media. It might be appearing on a billboard for a booster’s company even if it makes little financial sense for the booster other than as a way to support his or her favorite team.
This has petrified the NCAA and its supposed free-market, pro-competition old-school coaches for decades as they’ve fought in courts and legislative bodies.