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How Will NCAA's New Policy on Endorsements By Athletes Play Out

By Sue Reisinger 

University general counsel and sports lawyers across the country have been trying to figure out their next steps in the controversial world of marketing student athletes.

The landscape was clouded considerably by the recent announcement from the National Collegiate Athletic Association (NCAA) that it would allow student athletes to profit from endorsements. The exact wording was "to permit students participating in athletics the opportunity to benefit from the use of their name, image and likeness in a manner consistent with the collegiate model."

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