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Rick Burton, David B. Falk Endowed Professor of Sport Management in the Falk College, authored the Sportico opinion piece “.” Burton, an expert on sports marketing and management, explained the logistics of the NCAA’s new pay-for-play strategies and how they may affect the college sports world.

“With no guardrails on NIL activity for NCAA athletes, and no one able to prevent the creation of collectives, the college marketplace is offering up a feeding frenzy for approximately 500,000 player-entrepreneurs. They can sell themselves (it will be called “opting in”) to collectives or to any entity for any amount,” Burton wrote.