NCAA Bylaw 12.4.1 [Criteria Governing Compensation to Student-Athletes]
Compensation may be paid to a student-athlete:
(a) Only for work actually performed; and
(b) At a rate commensurate with the going rate in that locality.
NCAA Bylaw 18.104.22.168 [Athletics Reputation]
Such compensation may not include any remuneration for value or utility that the student-athlete may have for the employer because of the publicity, reputation, fame or personal following that he or she has obtained because of athletics ability.