Access, athletes and programs for sale: Local universities innovate to keep cash flowing
Winning in college sports traditionally was about the final score on the scoreboard. These days, it’s at least as much about the money being made as the championships being won — and it’s not just football-crazed Alabama or basketball-obsessed North Carolina.
From George Mason to Howard to Maryland, Washington-area schools are scrambling to find creative, fun and legal ways to get more cash into the pockets of their top athletes.
Since the NCAA changed its regulations in 2021 to allow student-athletes to profit from sponsorships and endorsements, schools nationwide have frantically tried to adapt.
For years, college athletics operated — outwardly, at least — as an amateur endeavor. But top collegiate athletes can now become millionaires by signing sponsorship and endorsement deals, including those facilitated by their school’s name, image and likeness collective — a group of fans, donors and boosters who pool their money to connect student-athletes with sponsorship opportunities.
For most student-athletes, the opportunities are helpful, but not life-changing.
A select few players strike gold, though. According to analysts at On3.com, Colorado quarterback Shedeur Sanders’ endorsements are worth $6 million. LSU gymnast Livvy Dunne isn’t far behind with a $4 million valuation.
Duke basketball player Cooper Flagg could haul in $2.6 million during his freshman year.
Transfer rules loosened up shortly before sponsorship regulations changed, so players have more power than ever.
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