From Nothing to NILWhy CK Hoffler navigates the wild west of name-image-likeness law

For more than a century, the NCAA maintained the purity of college sports by ensuring that, in this increasingly lucrative field, athletes retained their amateur status by getting paid squat.

That all changed in a big way in June 2021, when the U.S. Supreme Court ruled in NCAA v. Alston that it is illegal for the NCAA to limit education-related payments to its students.

Meaning NCAA athletes, some of whom are internationally known, can now profit from their name, image, and likeness (NIL, for short) via endorsement deals, business partnerships, paid social media posts, and more.

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https://www.superlawyers.com/articles/georgia/from-nothing-to-nil/