Well this is interesting.
https://www.si.com/hockey/news/nhls-...with-nil-deals
Essentially the Florida Panthers appear to be the first US major pro sports team that will partner with NCAA athletes with this new rule change.
Basically the Panthers will provide merchandise and marketing campaigns to NCAA students and there would be a split in the profits between the athlete and the Panthers.
The interesting part is the Panthers aren't limiting themselves to hockey athletes, but to any athletes so they could potentially partner with future NFL, NBA, or MLB players.
Looks like the Panthers are focusing on colleges in Southern Florida for now.