NCAA Will Allow Athletes to Make Money From Endorsements The decision, made by the NCAA’s board of governors, will go into effect by January 2021 at the latest. Big East commissioner Val Ackerman, via Yahoo Athletes will now be able to work with companies to promote their businesses and retain marketing agents to handle deals. Schools will be kept separate with guardrails in place to prevent boosters during the recruiting process. The legislation must still clear a vote at the NCAA Convention, though board approval makes the chances high. Companies previously had to strike deals with individual programs, head coaches or the NCAA.