Georgia Gov. Brian Kemp signed an executive order Tuesday that effectively allows the state’s universities and colleges to pay students directly for the use of their name, image and likeness.Kemp’s order specifically prohibits the NCAA or any collegiate athletic conference from punishing Georgia schools for “offering compensation, or compensating an intercollegiate student-athlete for the use of such student-athlete’s NIL.”College athletes were granted the ability to profit off their names, images and likeness in the 2021 Supreme Court decision of NCAA v. Alston. Still, the current rules and regulations don’t allow schools to pay players directly. Rather, players often enter agreements with affiliated but independent “collectives,” or they strike NIL deals with companies on their own.As part of an antitrust settlement that could further alter the landscape of college sports, the NCAA did agree to drop the restriction on direct payments. But the settlement is still pending and may not kick in until the 2025-26 school year.Georgia’s order goes into effect immediately.”We extend our sincere gratitude to Governor Brian Kemp for his leadership today,” Georgia athletic director Josh Brooks and Georgia Tech athletic director J Batt told ESPN in a joint statement. “In the absence of nationwide name, image and likeness regulation, this executive order helps our institutions with the necessary tools to fully support our student-athletes in their pursuit of NIL opportunities, remain competitive with our peers and secure the long-term success of our athletics programs.”