University of Wisconsin athletic director Barry Alvarez said he's "very concerned" with how California's new "pay-for-play" law will impact college sports.
Defying the NCAA, California opened the way Monday for college athletes to hire agents and make money from endorsement deals with sneaker companies, soft drink makers, car dealerships and other sponsors, just like the pros.
The first-in-the-nation law, signed by Democratic Gov. Gavin Newsom and set to take effect in 2023, could upend amateur sports in the U.S. and trigger a legal challenge.
Alvarez, who coached the Badgers football team from 1990 to 2005 and has led the athletic department since 2004, said he wants to provide as much as possible for UW's athletes.