The NCAA arms race is about to get chaotic

Last Friday night, the final bell rang on amateurism in college sports. After five years of antitrust litigation, Judge Claudia Wilken issued an order that will not just settle the House v. NCAA lawsuit but also ignite a name, image, and likeness arms race. The decision will bring a staggering shift to the game that will have vast national implications.

For years, shadowy NIL collectives, groups of influential donors with deep pockets, quietly perpetuated “pay for play” at the highest levels of the sport. Now, those who don’t, or can’t, pony up and follow suit will be left in the dust.