Imminent College Athlete Licensing Puts Cos. On Notice

Law360 (January 3, 2020, 2:39 PM EST) -- Since California's adoption of the Fair Pay to Play Act[1] in the early fall of 2019, the education, sports and legal communities have been buzzing about the prospect that college athletes may finally be able to profit off their names and likenesses.

Much has been written about the potential impact on the athletes and universities, but less has been said about the impact on the potential licensees — the businesses and content creators — that stand to benefit financially alongside the athletes.

Of course, with all the potential upside, there are new and significant business risks associated with partnering up with...

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