SACRAMENTO, Calif. (AP) Defying the NCAA, California opened the way Monday for college athletes to hire agents and make money from endorsement deals with sneaker companies, soft drink makers, car dealerships and other sponsors, just like the pros.
The first-in-the-nation law, signed by Democratic Gov. Gavin Newsom and set to take effect in 2023, could upend amateur sports in the U.S. and trigger a legal challenge.
Newsom and others cast it as an attempt to bring more fairness to big-money college athletics and let players share in the wealth they create for their schools. Critics have long complained that universities are getting rich off the backs of athletes often, black athletes struggling to get by financially.
Other college students with a talent, whether it be literature, music, or technological innovation, can monetize their skill and hard work, the governor said. Student athletes, however, are prohibited from being compensated while their respective colleges and universities make millions, often at great risk to athletes health, academics and professional careers.
Newsom predicted other states will introduce similar legislation.
The NCAA which had called on him to veto the bill, arguing that it would destroy the distinction between amateurs and pros and give California an unfair recruiting advantage said it is considering its next steps. It did not elaborate.
In a statement, the NCAA said it is working to revise its rules on making money off a players name and likeness. But it said any changes should be made at the national level through the NCAA, not through a patchwork of state laws.
Californias law applies to students at both public and private institutions but not community colleges in the nations most populous state. While the measure covers all sports, the big money is in football and basketball.
Student athletes wont get salaries. But under the law, they cant be stripped of their scholarships or kicked off the team if they sign endorsement deals.
There are some limitations: Athletes cant enter into deals that conflict with their schools existing contracts. For example, if your university has a contract with Nike, you cant sign with Under Armour.
The law represents another instance of California jumping out in front of other states when it comes to social and political change. The movement to allow student athletes to profit from their labors on the court or the playing field has been simmering for years, portrayed as a matter of economic fairness and civil rights.
A majority of these athletes, its no secret, are African American, said Sen. Steven Bradford, a co-author of the bill who is black. Its an issue of fairness, and its an issue that has been long overdue.
Newsom tweeted a video showing him signing the law during a special episode of HBOs The Shop: Uninterrupted alongside NBA superstar LeBron James, one of many professional athletes who have endorsed the measure.
James, whose 14-year-old son is a closely watched basketball prospect in Los Angeles and will be 18 when the law takes effect, exulted over its signing on Instagram, saying it will change the lives for countless athletes who deserve it!
He added: NCAA, you got the next move. We can solve this for everyone!
NBA rookie Jordan Poole of the Golden State Warriors also welcomed the new law. Six months ago, as a player at the University of Michigan, he hit a game-winning shot at the buzzer in the second round of the NCAA tournament as millions watched on TV.
