The business of college sports is changing. For the past few years, college athletes have been allowed to earn money off their name, image and likeness. The best have earned sponsorship deals in the six figures. And now, as of this month, UC Berkeley and a number of California universities can pay their athletes directly. Here to explain is reporter Adam Echelman, who covers higher education for CalMatters.

<p>The business of college sports is changing. For the past few years, college athletes have been allowed to earn money off their name, image and likeness. The best have earned sponsorship deals in the six figures. And now, as of this month, UC Berkeley and a number of California universities can pay their athletes directly. Here to explain is reporter Adam Echelman, who covers higher education for CalMatters.</p>

KQED serves the people of Northern California with a community-supported alternative to commercial media. We provide citizens with the knowledge they need to make informed decisions; convene community dialogue; bring the arts to everyone; and engage audiences to share their stories.

<p>KQED serves the people of Northern California with a community-supported alternative to commercial media. We provide citizens with the knowledge they need to make informed decisions; convene community dialogue; bring the arts to everyone; and engage audiences to share their stories.</p>