The NCAA has initiated the process of letting athletes profit off their own name, image and likeness. The governing body for collegiate athletics announced the move Tuesday.
Missouri has 23 schools in the NCAA, including five in Division I.
The University of Missouri earns the most revenue of the state’s NCAA programs. The school made over $100 million last fiscal year, according to an analysis by USA Today.
The NCAA eclipsed $1 billion in revenue in the same year.
California recently passed a law that will allow students to be paid for endorsement deals. The NCAA initially opposed the law, but Tuesday’s move is viewed as a response to it.