University general counsel and sports lawyers across the country Wednesday were trying to figure out their next steps in the controversial world of marketing student athletes.

The landscape was clouded considerably by the Oct. 29 announcement from the National Collegiate Athletic Association that it would allow student athletes to profit from endorsements. The exact wording was “to permit students participating in athletics the opportunity to benefit from the use of their name, image and likeness in a manner consistent with the collegiate model.” Determining what is consistent with the collegiate model is the catch.

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