"The modern NIL push ignited in the late 2000s with O’Bannon v. NCAA. Ed O’Bannon, a former UCLA basketball star, sued in 2009 after seeing his likeness in an EA Sports video game without compensation. The 2014 district court ruling found the NCAA’s amateurism rules violated antitrust laws, allowing schools to offer full cost-of-attendance scholarships. The Ninth Circuit upheld this in 2015, and a $40 million settlement compensated players featured in games from 2003-2015. O’Bannon’s case cracked the amateurism facade, spotlighting how athletes’ NIL rights were exploited by everyone but themselves."That’s not what the other poster said
"The tipping point came with NCAA v. Alston in 2021. Though not directly about NIL, the Supreme Court’s unanimous ruling struck down NCAA caps on education-related benefits, with Justice Brett Kavanaugh lambasting amateurism as an antitrust dodge: “Nowhere else in America can businesses get away with agreeing not to pay their workers a fair market rate.” This rebuke, paired with state laws, pressured the NCAA to act. On June 30, 2021, it adopted an interim NIL policy, effective July 1, allowing athletes to monetize their NIL under state laws or school rules where no laws existed."