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The first anniversary of the NCAA enacting its NIL (name, image, likeness) policy is approaching, and student sports stars entering the NBA will take a valuable lesson with them: They know their worth.
The year-old rule change allows college athletes to profit like the pros from brand deals. The emergence of a more aware, business-savvy athlete is a natural progression—but it may surprise teams and brands at how quickly these young players have graduated.
Case in point: Paolo Banchero and Chet Holmgren were drafted first and second, respectively, in last night’s NBA Draft.
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