March 6, 2025
By Don Day, BoiseDev Editor: It started with an enterprising football player.
Riley Smith, a Boise State tight end, knew the landscape for college athletes had shifted. In 2021, the NCAA issued a new policy that allowed college students to profit off their name, image, and likeness — and maintain their status as amateur athletes.
Before the change, you could go to Walmart and buy a #11 Boise State jersey and show your fandom for Kellen Moore – but Moore never saw a cent from that sale.
With the new rules, Smith hoped to see what opportunities he had.
Read the full story…
With college sports shift, car dealer sees big value in Boise State athletes
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