Today (Thursday) marks a big change in college athletics: It’s the first day student athletes can monetize their name, image or likeness. In today’s Signature Story, Will Bauer of Nebraska Public Media News has more on what it means and what it will look like in the state. The idea wasn’t new in Nebraska, but it’s now possible here and everywhere else. Student athletes, under interim NCAA bylaws, are now able to monetize their name, image and likeness. It’s uncharted waters for everyone involved.

BLAKE LAWRENCE 1: “When name image and likeness legislation changes go into effect, it'll forever change college athletics.”

That’s Blake Lawrence. He’s a former Nebraska football player and now CEO of Opendorse, a Lincoln-based company that works with athletes all over the country with endorsements and social media. He’s been at the heart of name, image and likeness or NIL since he founded his company in 2012. For Lawrence, the obvious impact on the horizon of college athletics? What makes it unique: recruiting.