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In NIL era, business is good for college hoops returnees

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The option to remain in school is more enticing than ever since the NCAA permitted college athletes to profit from use of their name, image and likeness in summer 2021.

– and Iowa State’s Ashley Joens opt to stick around. Other prominent names like Louisville’s Hailey Van Lith and North Carolina’s Deja Kelly soon face choices; they become draft eligible by turning 22 next year.

Deals have come fast from businesses seeking the most marketable of athletes, many of whom have hired agents to manage those opportunities. have looked for ways to partner with an athletes to tap into local notoriety. National companies have done it with social-media promotions or ads. “The difference in college sports, and we’ve seen this time and again, is: do they follow individuals?” said , a sports and entertainment marketing consultant. “Kind of. But they really follow the school.

 

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