Students athletes earn marketing rights



October 3, 2019 - 10:08 AM

The USC bench celebrates after the Trojans blocked a field goal attempt by Utah in the first quarter at the Los Angeles Memorial Coliseum on Sept. 20.

A new California law allowing college athletes to profit from marketing their own likenesses has ruffled the feathers of the mighty National Collegiate Athletic Association.

Good. They need to be ruffled. And ruffled some more.

The work — and it is work — that these athletes perform has, for generations, made a ton of money for their universities. And, even more notably, their efforts have enriched the NCAA, which in 2016 (the most recently available report to the IRS) had revenue exceeding $1 billion, net assets exceeding $400 million and a payroll of more than $70 million — $2.4 million of which went to its president, Mark Emmert.

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