How much are college athletes' names and images worth?
How much are a college athlete's name, image and likeness worth? And who would want to pay for them?
The questions are front and center now that the NCAA, pressured by individual states that have started acting on their own, has taken a major step toward allowing athletes to make money off their fame.
Deciding to reverse the prohibition on earning money was the easy part; determining how much athletes can make, under what circumstances and in a way that doesn't permit abuses are bigger challenges that won't be as simple to resolve.
Whatever they come up with, opportunities to earn huge sums of money could very well be the exception, not the rule, according to those who observe and work in the markets.
Learn about about college athlete's potential to unlock real riches