The more I read about this, the more it seems like they are creating a loophole to pay players under the guise of player entitlement. They are essentially making it easier to pay players under the table within the confines of a legal agreement. So, to piggy back off Dome's initial concern, there is nothing stopping boosters from funding a front company and offering recruits faux marketing deals to get them to join their school. In the age of social media, simply having a player tweet or post a video about some random 'product' could be deemed permissible in the lose terms of profiting off your likeness.
This should be a concern because it's less of a 'only a handful of players will profit situation', and more of a 'you can pay any recruit so long as it's not done with school funds and you follow a specific guideline'. In other words, what was previously done illegally, paying recruits through 3rd parties, is now technically legal so long as it's set up as a marketing (likeness) deal and the player fulfills his marketing obligations. And worse, there is so much grey area that it would be hard to determine what is actually fair compensations for the likeness of a high school student, and what is not.
As someone who works in tracking fraud, this feels like a clever way of structuring a system to facilitate fraud. We'll see how it plays out...
This should be a concern because it's less of a 'only a handful of players will profit situation', and more of a 'you can pay any recruit so long as it's not done with school funds and you follow a specific guideline'. In other words, what was previously done illegally, paying recruits through 3rd parties, is now technically legal so long as it's set up as a marketing (likeness) deal and the player fulfills his marketing obligations. And worse, there is so much grey area that it would be hard to determine what is actually fair compensations for the likeness of a high school student, and what is not.
As someone who works in tracking fraud, this feels like a clever way of structuring a system to facilitate fraud. We'll see how it plays out...