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Brands Can Now Work With College Athletes. What Are the Rules?

Beginning July 1, thousands of American college athletes will be able to cash in on their name and image for the first time. Fashion labels are already lining up to tap star players for branded content, endorsements and product deals.
Women's college basketball University of Connecticut UConn Huskies
College athletes, like those who qualify for the NCAA Elite Eight basketball tournament, offer brands a chance at new, younger audiences. Getty Images. (Justin Tafoya)

A new marketing gold rush kicks off on July 1, when six US states will allow tens of thousands of college athletes to accept sponsorships, collaborate with brands to launch products and otherwise cash in on their on-field success.

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