It's the "wild, Wild West" for companies hoping to monetize college athletes

A recent NCAA decision allowing college athletes to monetize their fame has some students eager to start making endorsement deals. But the decision has also ushered in an entirely new line of business: sports agencies and consulting firms that specialize in name, image and likeness (NIL) strategies.  

Companies like Altius Sports Partners, INFLCR, MatchPoint and Opendorse are emerging as early pioneers in this newly formed field. Agents for those companies are quickly scrambling to sign college athletes as their clients or to land contracts with colleges to help those schools better understand NIL rules.