College athletes still are not allowed to be paid by universities − here’s why

College athletes help generate billions of dollars in revenue through TV deals, but colleges aren’t allowed to compensate them for their fame. Lance King for Getty Images by Cyntrice Thomas, University of Florida Ever since July 1, 2021, student-athletes have been able to pursue endorsement deals. But when it comes to getting paid by the universities for which they play, the students have been shut down. Here, Cyntrice Thomas, a professor of sport management at the University of Florida, answers questions about the hurdles that stand in the way of college athletes being compensated for their athleticism. What stands in the way of paying college sports players? NCAA rules are the main obstacle. Not long after it was formed in 1906, the NCAA prohibited schools from compensating student-athletes for their athletic ability. In 1948, the NCAA adopted the Sanity Code, which also prohibited athletic scholarships for students who couldn’t demonstrate financial need or economic hardship. The organization began to allow athletic scholarships in 1956 without regard to financial need. But that was limited to tuition, room and board, and books. Over time the NCAA has made more allowances, such as funding for medical insurance and by creating the Student Assistance...