California Gov. Gavin Newsom signed a bill on Monday morning that effectively allows college athletes in that state to earn compensation for the use of their likeness, sign endorsement deals and hire agents to represent them.

University of Wisconsin Director of Athletics Barry Alvarez told Milwaukee’s 620 WTMJ today that UW would no longer schedule teams from California if that becomes the case.

Newsom signed SB 206, also known as the Fair Pay to Play Act, a bill that will go into effect in 2023 and could reshape the NCAA’s business model.

“Colleges reap billions from student-athletes but block them from earning a single dollar. That’s a bankrupt model,” Newsom tweeted after signing the bill.



“I wouldn’t schedule anyone from California right now if they have different rules than we do. Then all the sudden they aren’t amateurs,” Alvarez told WTMJ.  “As a former coach and someone who had to go out and recruit athletes, you start thinking of ways that you can capitalize on this.

“You have an excellent athlete someplace and you find him a sponsorship – whether it be a car dealership or some business or individuals. This person is your sponsor and this is how much you’re going to make … so you’re paying players,” he added.