Georgia Governor Brian Kemp signed an executive order on September 17, 2024, allowing state colleges and universities to directly compensate student-athletes for their name, image, and likeness (NIL). This move shields Georgia schools from punitive actions by the NCAA or athletic conferences and positions the state competitively in recruiting top talent. The executive order was lauded by athletic directors from Georgia and Georgia Tech and will remain in effect until federal legislation or a finalized NCAA settlement is in place. Governor Kemp's decision aligns with similar legislation in Virginia and responds to the ongoing uncertainties in the national landscape of NIL compensation. The order specifies that state funds cannot be used for these payments, which are likely to come from private donations.