In a historic move, Georgia Governor Brian Kemp signed an executive order granting universities in the state the legal right to directly pay their student-athletes for the use of their name, image, and likeness (NIL).

This order protects schools from penalties imposed by the NCAA or athletic conferences, ensuring that Georgia universities can remain competitive in recruiting and retaining top athletic talent. With federal NIL regulations still in limbo, Kemp’s order puts Georgia at the forefront of supporting athletes in capitalizing on their personal brands.

Georgia’s decision mirrors trends in other states, where similar measures have been implemented to protect schools from facing penalties over NIL payments. Athletic directors from the University of Georgia and Georgia Tech have praised the order, emphasizing its importance in keeping Georgia schools on a “level playing field” compared to their peers​.

This executive order comes as the NCAA and Power Five conferences navigate a complex legal landscape, with courts yet to finalize federal NIL regulations. For Georgia, this executive order represents a significant shift in college athletics, ensuring student-athletes can profit without fear of sanctions while benefiting from the state’s athletic programs.