Brands Prepare to Woo College Athletes After NCAA Loosens Rules
- New stopgap measure will let athletes profit from their images
- Six Star Pro Nutrition is among the brands looking for deals
McKenzie Milton
Photographer: Julio Aguilar/Getty Images
Companies that sell everything from fast food to protein powders are preparing to court student-athletes after the National Collegiate Athletic Association moved to transform the world of college sports and players’ ability to make money.
The NCAA voted on Wednesday to allow student-athletes to exploit their names, images and likenesses -- a move that will let players profit from autographs, social-media posts and commercials. With the landscape set to change after decades of strict rules, brands such as Six Star Pro Nutrition are looking to lock in deals with newly eligible athletes.