Starting Thursday, college athletes are allowed to make money off their names, images, and likenesses after the NCAA suspended rules Wednesday prohibiting student-athletes from pursuing endorsement deals. It comes as new laws take effect Thursday allowing athletes in at least six states including Alabama, Florida, and Texas to profit. “If the state hasn't passed a law, the school can make up what they want to so it's the wild, wild west right now,” said Dan Gale, president of Leona Marketing Group. In Texas, athletes still have limitations. Endorsing alcohol and tobacco products, e-cigarettes, anabolic steroids, sports betting, casino gambling, a firearm the student-athlete cannot legally purchase, or a sexually-oriented business are off-limits, according to SB1385 passed by the Texas Senate in June.