President Trump intends to sign an executive order in the coming days establishing national standards for the NCAA’s Name, Image and Likeness program, which has reaped millions of dollars in revenue for top college athletes, according to multiple people familiar with his plans.
College athletes can now make millions before ever going pro thanks to a set of NCAA rules enacted in 2021 that relaxed previous restrictions on being compensated for playing or accepting endorsement deals. Student athletes can now profit from merely showing up to play, or from jersey sales, autographs or serving as spokespeople for companies ranging from global brands to car dealerships near campus.
Mr. Trump is engaging on an issue that has quickly reshaped and, in many ways, roiled college athletics after a House subcommittee on Tuesday advanced a bill along party lines that would establish national standards for sponsorships. The legislation, called the “SCORE Act,” would supersede a patchwork of state laws regulating Name, Image and Likeness, or NIL.
While the bill has bipartisan support, there is also bipartisan concern it would give too much power to the NCAA and do little to protect the interests of college athletes.
The NCAA’s decision in 2021 to let athletes earn money from NIL deals followed years of political and legal pressure on the collegiate sports giant. For decades, the NCAA imposed steep limits on compensation for student athletes, which it argued were necessary to insulate college athletics from commercial pressures. But opponents — including many college athletes — had long argued the rules unfairly cut them out of the millions in revenue that sports like football and basketball can bring in for universities.
Last month, in a massive shakeup, a federal judge signed off on a legal settlement in which the NCAA agreed to let schools pay student athletes directly.
Trump has regularly engaged with professional and college sports of all sorts since and even before retaking office. Whether attending the storied Army-Navy football game last December or stealing the spotlight at last Sunday’s Club World Cup championship, the future of sports is a frequent presidential concern.
The White House didn’t immediately return requests for comment late Tuesday.
