Illinois college athletes will be allowed to sign endorsement deals under a new law signed by Governor J.B. Pritzger this week. The law, which goes into effect Thursday July 1st, allows student-athletes to profit off the use of their names and likenesses by businesses or other entities. Illinois is the latest of nearly 24 states across the country enacting similar policies. The governor signed the legislation Tuesday on the campus of the University of Illinois at Champaign, one day before an NCAA vote on a recommended proposal that would create similar rules nationwide.