CHICAGO (CBS) – Thursday was a red letter day for college athletes in Illinois and across the country.

As CBS 2’s Matt Zahn reported, some college athletes are already taking advantage of new name, image, and likeness rules coming into effect.

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Basically what the name, image and likeness laws and NCAA rules mean is that student athletes can finally make money with what for many of them is status. celebrity in their college towns.

Many are already benefiting from it. Illini basketballers Trent Frazier and Andre Curbelo have both announced deals with a food delivery service, while northwest quarterback Ryan Hilinski has said he’s open for business.

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CBS Sports lead writer Dennis Dodd expects many more to follow suit.

“Only a small percentage, like I said, will capitalize a lot – but one industry leader told me he thinks one hundred percent of Division I athletes will get something because it gets so easy . Sitting on a couch, you can earn $ 1,000 based on social media with the touch of a button, and it won’t be that hard. Do you know what $ 1,000 means for a student? Dodd said. “Some will do it big, some will be models, some will get cars, but only a small percentage – so I think that’s generally good.”

Dodd called the day one of the most transformative days in NCAA’s 115-year history, effectively calling it the end of amateurism.

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But he also doesn’t think it will have much of an effect on the fans, saying the matches will continue.