How Hollywood Agencies Are Navigating the Million-Dollar Playing Field of College Athlete NIL Deals

”It’s such early days, we don’t know, nobody knows, how it’s going to work,“ WME Sports co-head Karen Brodkin tells TheWrap

When top-ranked Alabama kicks off its 2021 season against Miami this weekend, the Crimson Tide’s new quarterback, Bryce Young, will have already surpassed his predecessors in the newest metric for college sports: earnings away from the football field.

On July 1, the NCAA finally allowed college athletes to start signing endorsement deals, otherwise known as NIL (names, image and likeness) deals. The shift is the result of a two-year legal battle — which itself was preceded by decades of growing advocacy to allow collegiate athletes to make money off their image and likeness, after years of colleges being the only ones to profit off of them — that figures to forever alter the college sports landscape.

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Tim Baysinger

TV reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays