Madison Young
Subscriptions Manager
California’s new Name, Image, and Likeness law isn’t just a shake up, it’s a complete dismantling of the outdated system that has defined college sports for decades. Signed by Governor Gavin Newsom, this legislation forces schools to compensate their athletes directly, changing the NCAA’s long-held belief that college sports are at an amateur level.
“This is a long overdue correction,” Costa’s athletic trainer Ryan Kunihiro said. “Colleges have been profiting off athletes’ labor for too long, and it’s about time the players see their fair share.”
For years, college athletes have been cash cows for their schools, bringing in millions in TV deals, ticket sales, and merchandise, all while being told that a ‘free education’ was adequate compensation. In reality, these athletes are employees dedicating their entire lives to their sports, while universities increase their profits. One of the most publicized cases of this exploitation is Reggie Bush, the former USC star running back who is suing the school for using his name without compensation.
“This case is not just about seeking justice for Reggie Bush; it’s about setting a precedent for the fair treatment of all college athletes,” Bush’s attorney Evan Selik said in a statement. “Our goal is to rectify this injustice and pave the way for a system where athletes are rightfully recognized, compensated and treated fairly for their contributions.”
Not everyone is thrilled about this change. Athletic departments, many of which already operate on thin margins, are now faced with the task of figuring out how to pay players while still keeping smaller sports afloat. Football and basketball programs might be able to handle the financial strain, but what about swim teams, gymnastics, or otherless popular college sports?
“The introduction of NIL has shifted the environment between college and professional sports as college sports are now being viewed more as a business for these athletes rather than a school,” journalist Brandon Allison said. “Some argue that college sports will lose its unique feeling as we move into the NIL era.”
There’s also an issue with recruitment. With California being among the most profitable NIL states, its possible the nation’s top athletes go to the Golden State, leaving other programs that don’t have the money to pay them in the dust, unless other states follow suit.
“Many athletes may leave their current schools to get better NIL opportunities at a school that can offer more,” journalist Jason Zielinski said in a recent blog post on 2aDays on August 30, 2924. “Smaller schools often lose their best players to bigger schools looking to sweep away their best athletes.”
Even if other states implement similar laws, questions about fairness remain. Will all athletes be paid equally no matter their school? Is a star quarterback worth the same as a golfer? These are uncomfortable, but necessary questions.
“Not every athlete generates the same revenue,” Costa’s athletic director Mike Rosenthal said. “It’s not realistic to think a football player, and a tennis player will be valued the same way financially.”
Some argue that paying college athletes ruins the “amateur” spirit and turns schools into feeder systems for professional teams. However, that transition has already happened. The NCAA’s huge TV deals and profits from events like March Madness have already commercialized college sports.
“If you still believe college sports are about the love of a game, then you haven’t been paying attention,” Kunihiro said. “This was inevitable.”
At the end of the day, the law isn’t just about money, it’s about justice. College boards have been a $1 billion industry built on unpaid labor, and this legislation finally forces schools to see the reality of the modern sports economy.
“This isn’t just about compensation, it’s about fairness,” Rosenthal said. “Athletes deserve a share of the revenue they generate, plain and simple.”
Like it or not, California has kicked the door open for NIL laws, and the rest of the country will have to respond. One thing’s for sure: the days of pretending college athletes are just students playing sports are over. The line between student athlete and professional athlete has officially blurred and college sports will forever be changed.
Leave a Reply