Thursday, February 9

New on NIL: College leaders urge NCAA to enforce new guidelines

SCOTTSDALE, Ariz.—Inside the Hyatt Regency at Gainey Ranch, the lavish resort on the outskirts of Phoenix, dozens of the most powerful people in college sports milled about, parading through the expansive lobby and basking in the sun on the terrace. But, the majority landed deep within conference meeting rooms, searching for answers to what’s become the latest seismic quandary in the industry—the rapidly escalating donor-fueled bidding war for college football and men’s basketball players.

“This is the time we have to put our stake in the ground. Enough! This is not acceptable,” frustrated Colorado athletic director Rick George says. “What we’re doing is not good for intercollegiate athletics, and it has got to stop.”

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