Forty years ago, Michael Jordan’s mother insisted her son receive a share of every shoe sold with his name on it — not just a standard endorsement deal. Despite that such an arrangement would give the athlete an unprecedented stake, Nike saw the value in a true partnership with Jordan. It signed the deal, starting what became a billion-dollar empire for both Jordan and Nike and a new world order for professional sports.

College sports is now staring at the same choice. The NCAA first allowed athletes to make money from name, image and likeness in 2021, and the House settlement allowed universities to become financial partners in NIL.

What comes next will define college sports for the next generation. Will university and business sponsors follow Nike’s example to create an ecosystem that makes athletes owners of their own future like never before?

New Mexico State University secured a major partnership with Chevron to sponsor youth basketball clinics across southeastern New Mexico. At one of these clinics, star guard Jemel Jones sought out a quiet 10-year-old attendee during a break to mentor the youngster on discipline, setbacks and the choices that carried Jones from Chicago to a Division I scholarship.

That mere 10-minute interaction is a poignant example of the opportunities available to all........

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