{"id":21239,"date":"2019-09-30T15:13:38","date_gmt":"2019-09-30T15:13:38","guid":{"rendered":"https:\/\/associatednews.us\/content\/2019\/09\/30\/california-governor-signs-bill-allowing-college-athletes-to-profit-from-endorsements\/"},"modified":"2019-09-30T15:13:38","modified_gmt":"2019-09-30T15:13:38","slug":"california-governor-signs-bill-allowing-college-athletes-to-profit-from-endorsements","status":"publish","type":"post","link":"https:\/\/associatednews.us\/content\/california-governor-signs-bill-allowing-college-athletes-to-profit-from-endorsements\/","title":{"rendered":"California Governor Signs Bill Allowing College Athletes To Profit From Endorsements"},"content":{"rendered":"

By Colin Dwyer<\/a><\/span> <\/p>\n

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\n UCLA players celebrate during a game against the Arizona Wildcats at the Rose Bowl last year in Pasadena, Calif. Gov. Gavin Newsom has signed a bill paving the way for college athletes in the state to hire agents and sign endorsement deals.<\/p>\n

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Victor Decolongon\/Getty Images<\/p>\n

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Victor Decolongon\/Getty Images<\/p>\n

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Updated at 12:17 p.m. ET<\/strong><\/p>\n

In a move that puts California on a collision course with the NCAA, Gov. Gavin Newsom has signed a bill effectively allowing college athletes in the state to earn compensation for the use of their likeness, sign endorsement deals and hire agents to represent them.<\/p>\n

The governor signed the measure in a segment released Monday by Uninterrupted<\/em>, a sports programming company co-founded by LeBron James.<\/p>\n

Newsom proclaimed the move as “the beginning of a national movement \u2014 one that transcends geographic and partisan lines.”<\/p>\n

“Collegiate student athletes put everything on the line \u2014 their physical health, future career prospects and years of their lives to compete. Colleges reap billions from these student athletes’ sacrifices and success but, in the same breath, block them from earning a single dollar,” he said in a statement<\/a>. “That’s a bankrupt model \u2014 one that puts institutions ahead of the students they are supposed to serve. It needs to be disrupted.”<\/p>\n

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Colleges reap billions from student athletes but block them from earning a single dollar. That’s a bankrupt model.<\/p>\n

I just signed the Fair Play to Pay Act with @KingJames<\/a> — making CA the first state to allow student athletes to profit off their name, image, and likeness. pic.twitter.com\/aWE9OL9r1v<\/a><\/p>\n

\u2014 Gavin Newsom (@GavinNewsom) September 30, 2019<\/a><\/p><\/blockquote><\/div>\n

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California is the first state to pass such a law, which is to take effect on Jan. 1, 2023.<\/p>\n