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The University of California Golden Bears would be affected by this law. Photo: Thearon W. Henderson/Getty Images

California Gov. Gavin Newsom signed a bill into law Monday that allows the state's college athletes to accept endorsement deals based on their player brand starting in 2023.

Why it matters: The law, which the NCAA has fervently argued against, rocks the decades-long precedent set by the organization to prevent collegiate athletes from being paid. If the law survives any challenges in court, it will change the business of college sports as we know it.

  • The New York Times reports that student athletes in California could have to leave the NCAA or openly defy its rules, leading to fines.

What they're saying: The NCAA urged to the governor not to sign it weeks ago, arguing the "Fair Pay" bill was "unconstitutional."

  • The NCAA said in a statement Monday that it "will consider next steps in California while our members move forward with ongoing efforts to make adjustments to NCAA name, image and likeness rules that are both realistic in modern society and tied to higher education."
  • NBA player LeBron James tweeted: "I’'m so incredibly proud to share this moment with all of you. @gavinnewsom came to The Shop to do something that will change the lives for countless athletes who deserve it! @uninterrupted hosted the formal signing for SB 206 allowing college athletes to responsibly get paid."
  • California Sen. Kamala Harris tweeted: "Thank you @GavinNewsom for his leadership on this issue and @Ed_OBannon for his long-fought advocacy. Again, California is leading the way. College athletes should own the rights to their name, image, and likeness."

Go deeper

Kendall Baker, author of Sports
18 mins ago - Sports

New laws, new rules bring big changes to college sports

Illustration: Sarah Grillo/Axios

The college sports landscape could change more in the next six months than it has in the last 50 years, as the NCAA grapples with new competition, new laws and new rules.

How it works... 1. Startup leagues: Investors are flocking to new leagues that aim to compete with the NCAA, evidence of just how much opposition there is to the amateurism model — and how much belief there is in new ones.

2 hours ago - Health

Malaria vaccine from Oxford highly effective in early trials

Family in Brazil under a malaria net. Photo: J R Ripper/Brazil Photos/LightRocket via Getty Images

A malaria vaccine developed by Oxford University was found to have "high-level efficacy" in phase II trials, according to a pre-print study released on Friday.

Why it matters: Malaria kills over 400,000 people a year, more than half of them children under the age of 5. Deaths have fallen in half over the past 20 years thanks to investment in prevention and drugs, but a truly effective malaria vaccine would represent one of the greatest victories in the history of public health.

Dion Rabouin, author of Markets
2 hours ago - Economy & Business

87% of Americans are worried about inflation

Expand chart
Data: CivicScience; Chart: Will Chase/Axios

Americans are growing more concerned about rising costs and are consistently boosting their inflation expectations, new data show.

Driving the news: A new survey from CivicScience shows 87% of those surveyed in a representative sample of U.S. adults say they are at least "somewhat concerned" about the increasing cost of household expenses (all numbers are rounded to the nearest percentage point).