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BYU football players enter the field to warm up for an NCAA college football game against Utah in Provo, Utah, in this Thursday, Aug. 29, 2019, file photo. A deal BYU has made available to its football players could test how much allowing athletes to be compensated by outside companies for name, image and likeness can be used as a competitive advantage. On Thursday, Aug. 12, 2021, BYU announced Built Brands —- a Utah-based company that makes protein-heavy snacks —- will give the opportunity for all 123 members of its football team to be paid to promote its products. (AP Photo/George Frey, File) **FILE**

BYU’s athlete compensation deal could test NCAA limits

By Ralph D. Russo - Associated Press

In this Aug. 7, 2018, file photo, Iowa State tight end Chase Allen takes a photo with his cell phone during Iowa State's annual NCAA college football media day in Ames, Iowa. While autograph-signing and public appearances have been traditional ways athletes could make extra money, opportunities now are tied to social media posts where athletes could in the future be paid for posting sponsored content. (AP Photo/Charlie Neibergall, File) **FILE**

Tech companies, like college athletes, eager to cash in

By Eric Olson - Associated Press