FRANKFORT, Ky. -- Kentucky Gov. Andy Beshear signed an executive order Thursday allowing the state's college athletes -- including players on the nationally renowned Kentucky and Louisville men's basketball teams -- to make money through the use of their name, image or likeness.
The Democratic governor said he took the action as a matter of fairness for college athletes. It will spare Kentucky's colleges from being at a competitive disadvantage with rivals in other states that will have laws enabling athletes to profit off their name, image or likeness, he said.
"This is important to our student-athletes, who for decades, others -- whether it's companies or institutions -- have profited on," Beshear told reporters. "These athletes deserve to be a part of that."
Beshear said his executive order takes effect July 1, when similar legislation passed in several other states will become law. His office said he was the first governor to make the change by executive order.
The governor's action won praise from the University of Kentucky and the University of Louisville. UK plays in the Southeastern Conference and UofL competes in the Atlantic Coast Conference.
"Bringing the state of Kentucky into competitive balance with other states across the country and, more specifically, the Atlantic Coast Conference is critical," Vince Tyra, U of L's vice president for intercollegiate athletics, said in a release issued by the governor's office.
UK athletics director Mitch Barnhart said the governor's action "provides us the flexibility we need at this time to further develop policies around name, image and likeness."
"We are appreciative of that support, as it is a bridge until such time as state and/or federal laws are enacted," Barnhart said in the same release from Beshear's office. "The landscape of college sports is now in the midst of dramatic and historic change -- perhaps the biggest set of shifts and changes since scholarships were first awarded decades ago."
In Alabama, Florida, Georgia, Mississippi, New Mexico and Texas, laws go into effect July 1 that make it impermissible for the NCAA and members schools to prevent athletes from being paid by third parties for things like sponsorship deals, online endorsements and personal appearances.
The NCAA had hoped for a national law from Congress that has not come, and its own rule-making has been bogged down for months. College sports leaders are instead moving toward the type of patchwork regulation they have been warning against for months.