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One $hining Moment: Players Can Cash in on NCAA Success

New Mexico State guard Teddy Allen reacts during the second half of the team's college basketball game against Connecticut in the first round of the NCAA men's tournament Thursday, March 17, 2022, in Buffalo, N.Y. (AP Photo/Frank Franklin II)
New Mexico State guard Teddy Allen reacts during the second half of the team's college basketball game against Connecticut in the first round of the NCAA men's tournament Thursday, March 17, 2022, in Buffalo, N.Y. (AP Photo/Frank Franklin II)
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Buffalo, N.Y. (AP) -- This March Madness, basketball players can monetize their shining moments.

The NCAA lifted its ban last summer on athletes earning money off their name, image and likeness. Since then, all kinds of business opportunities have sprung up from modest online endorsement deals to national sponsorship campaigns to booster-funded collectives that can pay athletes thousands of dollars.