California Governor Signs Plan to Let N.C.A.A. Athletes Be Paid for endorsements…

Gov. Gavin Newsom of California signed into law a plan to allow college athletes to strike endorsement deals, intensifying the legal and political clashes that could ultimately transform the economics of college sports.

The governor’s signature opened a new front of legal pressure against the amateurism model that has been foundational to college sports but has restricted generations of students from earning money while on athletic rosters.

If the law survives any court challenges, the business of sports would change within a few years for public and private universities in California, including some of the most celebrated brands in American sports. So, too, would the financial opportunities for thousands of student-athletes, who have long been forbidden from trading on their renown to promote products and companies.

“Every single student in the university can market their name, image and likeness; they can go and get a YouTube channel, and they can monetize that,” Newsom said in an interview with The New York Times. “The only group that can’t are athletes. Why is that?”