Star athletes at Division I colleges are not the only ones who would benefit under a landmark rule change allowing student-athletes to profit from their name, image and likeness.

That’s according to UW-La Crosse economics professor Adam Hoffer, whose research and writing has focused on the long-running dispute over compensation in college athletics.

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The NCAA, facing heightened political pressure, announced on Tuesday that it would permit student-athletes to profit from their play. A day later, Wisconsin lawmakers touted a proposal that would allow UW Badgers, UW-L Eagles and all other NCAA athletes in the state to do exactly that.