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I am chary of taking a stand here. I think it might kill revenue sports as we know them today. Selfishly, the status quo works for me as a fan. I don’t play video games so there’s no real upside.
For non-revenue sports, this is a chance to monetize their celebrity where there is no follow-on professional pipeline. Think Iowa wrestlers or many gymnastics teams. Another area may be cheerleaders or volleyball. Could you imagine a star (probably photogenic like most male endorsers) volleyball player lending her image to a local gym or regional juice bar? She’ll likely never have another chance to make money from volleyball (other than scholie). Probably not a bad chunk of change.
One of the NCAA party lines is it will hurt Title IX athletes (women) but I find that hard to believe unless the argument is it will wreck AD budgets. I still disagree, as the ADs will be forced to cut more men’s programs not women’s to stay in compliance.
For revenue sports, this will make NCAA investigations more difficult. I also expect widespread fraud and laundering, and young adults paid under the table and trying to avoid taxes. Just because it’s legal doesn’t mean they won’t try illegal activity to avoid paying the taxman.