Businesses Can Cautiously Proceed with Student-Athlete Sponsorship Deals

By J'Naia L. Boyd, of RivkinRadler Businesses have been champing at the bit for a chance to collaborate more with college athletes for years. Until recently, however, those collaborations were not possible because college athletes were prohibited from profiting off their name and likeness and entering into sponsorship deals under the rules of the National Collegiate Athletic Association (NCAA). Over the past couple of years, the NCAA had been considering a change to its name, image, and li