ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

College sports stars in California could soon be signing ad deals.

College sports stars in California could soon be signing ad deals. While college sports brings in billions of dollars from its avid fan base and the brands that want to reach them, the athletes themselves don’t see a cent beyond their scholarships. New legislation just signed by California’s governor could change all that, allowing college athletes to accept payment for endorsements and use of their images as well as hire agents. The law undermines the NCAA and has major implications for all U.S. college athletics—making some wonder if states will strike out on their own to form new governing bodies. (NBC News)