After the Supreme Court ruling, the NCAA is finally getting what it deserves. And now gamers can too.

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Ahead of today’s sermon, let me remind you of the story of Shannon Woolsey, a Houston cheerleader who went to Navarro College in Corsica and by sheer luck ended up in a Netflix series l last year titled Applaud. By the time the show took its course, Woolsey had racked up over 250,000 Instagram followers. Now she earns up to $ 5,000 every time she posts on Reebok, one of the many companies that pay for her pitch.

Woolsey, who went on to applaud at Texas Tech, didn’t break any NCAA rules by taking money for a very simple reason: The NCAA doesn’t regulate cheerleading, which is apparently a booming industry. Nobody cares. The NCAA only scrambles its fighter jets when someone buys pizza from a golfer.

The cheerleaders made the bank shouting for athletes who couldn’t legally earn a dime on their fame. Think about it. The Supreme Court did, which is why the genie came out of the bottle.

Because the NCAA finally gave in on Wednesday, student-athletes can enjoy their names, likenesses, and images instead of the costumes that get all the cheese. And it’s not just football players, if that’s what you think.

The founder of Fans Meet Idols, which offers personalized video messages, told ESPN he signed 42 athletes, including Texas A&M safety Demani Richardson as well as an anonymous Baylor athlete. But Steve Kennedy also said two-thirds of his new customers are women, representing sports as diverse as volleyball, swimming and diving, golf and football.

Unilever, the parent company of Degree deodorant, has announced that it will spend equal amounts of $ 5 million on male and female athletes over the next five years.

Women also sweat, apparently.

No doubt, football will likely be over-represented. I have no problem with that. Football players make most of the money for sports programming, and they take most of the risk, both short and long term. DeMarvion Overshown and Josh Thompson from Texas are reportedly representing Ren, a clothing company. We will learn more about the financial situation of many more soccer players in the coming weeks. But it is already obvious that they will not come only from the grandes écoles to the major conferences. ESPN reports that five members of the Jackson State football team have signed up for 3 Kings Grooming Products.

Texas officials anticipated this week by launching something last August called LEVERAGE, which is part of its 4EVERTEXAS program. The initiative aspires to educate student-athletes in NIL practices, enabling them to “maximize their brand and platform”.

Understand this: Johnny Manziel is here to help you too. The Heisman Trophy winner tweeted a series of practical tips on Thursday, advising beneficiaries of this new day in athletics to start a business, go directly to their fans and order lots of merchandise, but not so much as to get caught. with a full warehouse. by Johnny Football.

“I learned this lesson the hard way,” he tweeted.

Speaking of which, remember that $ 33,000 from Johnny said he signed all those autographs at A&M? Remember how he claimed he didn’t earn a dime until he won the Heisman? Yes indeed. The point is, if a Heisman competitor makes a package selling his signature now, the Heisman Trust can’t make a big deal out of it anymore. This is no longer an NCAA violation.

Count Reggie Bush among those hoping this week’s decision will be retroactive. The Heisman Trust stripped him of his 2005 Heisman after it was revealed that he and his family were receiving ineligible benefits. Bush has held out his hand for months, but said Thursday the NCAA would not answer his calls. A spokesperson for the people of Heisman told him “they couldn’t help us.”

If you ask me, the least they can do is give Bush Heisman to Vince Young. He deserved it, anyway.

No matter what happens from now on, it’s a new day for varsity athletes. The old guard is jealous. JJ Redick, just stopping by in Dallas, said if it had happened when he was at Duke, he would have “packed a bag” and then blown it on beer and polo shirts. Again, who is JJ kidding? Basketball players have long reached out. Football players make money under the table since they wear leather helmets.

Could this week’s developments allow Boosters to funnel even more money to players representing their businesses? Sure. That probably means that once she’s done licking her wounds, the NCAA should limit what these kids can do.

The tasks of the NCAA just got a lot more complicated, not that anyone needs to feel sorry for the people of Indianapolis. Do you remember Aaron Adair? His father, Steve, was a baseball coach at Trinity Christian before dying of cancer at age 57 in 2001. Aaron fought his own battle with cancer. I even wrote a book about it. “You don’t know where I have been. The NCAA ruled he couldn’t make any money with his inspirational message, officially ending his life playing baseball in Oklahoma.

The NCAA just gets what it deserves, just like the kids. They will have to figure out how to handle their windfall, as Johnny Football said, but it can’t be that hard. The cheerleaders seem to be doing very well. They say the bottom line for their coaches is that they can’t miss training for a gig. It sounds like a plan to me.

Find more college sports coverage from The Dallas Morning News here.

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