It's March Madness right now, the annual college basketball tournament where men's and women's teams compete for Hoops Glory,

and unfortunately my beloved UCLA Bruins did not make into the final four for the men's team.

Better luck next year, guys.

Hock has tracked, got it to Bailey, the extra pass underneath and another flame.

It's a multi-million dollar extravaganza, part of the multi-billion dollar industry that is college sports.

But until very recently, athletes were forced to make a choice between attempting to go pro or competing in college and barred from making money.

A new era is about to begin for some NCAA athletes.

That all changed in 2021, when the NCAA, the group in charge of the biggest college sports programs, changes the rules. Now, student athletes can ink deals while playing in college.

Starting Thursday, athletes at the highest levels of college sports will be permitted to be

compensated for use of their name, image, or likeness.

College football and men's basketball players get really prominent deals out of this,

but nowhere has this so-called NIL rule had a bigger impact than in a sport that

usually only makes national headlines

every four years during the Olympics, women's gymnastics.

Athletes like Olympic silver medalist Jordan Childs can now go to college, compete, and also make money.

That means that these gymnasts could have their Olympic dreams

and their college ones too.

But at what cost?

I'm Gustavo Arianna.

You're listening to The Times,

essential news, from the LA Times.

It's Monday, March 27, 2023.

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