NCCA Athletes Could Now Be Paid Under New California Law

Last week California became the first state to require financial reforms in college athletics after the states Governor, Gavin Newsom signed a law that would allow college athletes to receive endorsement deals. The controversial move comes after the National Collegiate Athletic Association, or NCAA, called the law unconstitutional.

Current NCAA regulations ban any college athlete from signing endorsement deals or accepting any form of payment for the use of their image.  The law signed in by Newsom defies that NCAA regulation and bans universities from kicking any athlete off the roster for getting paid. The law, which is slated to take effect on New Year’s Day, 2023, would not apply to community colleges, and would not allow any deals that have a conflict of interest with any existing deals the university has.

Newsome explained on September 30th that, “I have deep reverence, deep respect for the NCAA and college athletics, I just think the system has been perverted, and this is fundamentally about rebalancing things. It’s about equity, it’s about fairness, and it’s about time.”

The NCAA also released a response “As more states consider their own specific legislation related to this topic, it is clear that a patchwork of different laws from different stats will make unattainable the goal of providing a fair and level playing field for 1,100 campuses and nearly half a million student-athletes nationwide.”

So what does the new law mean? It allows California college athletes the chance to supplement what the schools offer them, which are things like tuition, room and board, stipends, etc.

The NCAA has always insisted that college athletes are amateurs who shouldn't profit financially from their talents. Supporters of the new law argue that major college football and basketball coaches are paid millions a year and athletic departments receive millions from brand sponsorships and TV contracts using athletes’ names and faces.

As a former college athlete, myself (go Warhawks!), it has been interesting to see the reactions to this topic. No matter what side you’re on, it’s coming from a good place and looking to ensure student-athletes are being taken care of properly.

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About the Author: Taylor Genter

Taylor is the Marketing Specialist at Extract with experience in data analytics, graphic design, and both digital and social media marketing.  She earned her Bachelor of Business Administration degree in Marketing at the University of Wisconsin- Whitewater. Taylor enjoys analyzing people’s behaviors and attitudes to find out what motivates them, and then curating better ways to communicate with them.