California Governor Gavin Newsom recently signed Senate Bill (SB) 206 that would permit college student athletes to benefit financially (for example, from endorsement deals) from their names, images, and likenesses while still in school.
Newsom signed the Fair Pay to Play Act, which Senator Nancy Skinner (D-Berkeley) and Senator Steven Bradford (D-Gardena) sponsored, with much fanfare, alongside a high-profile professional basketball player and several former college student athletes.
The new law is scheduled to take effect in January 2023.