President Donald Trump on Thursday signed an executive order designed to tighten federal oversight of the fast-growing market for college athletes’ name, image and likeness income. The measure bars universities from facilitating or accepting third-party, pay-for-play payments aimed at luring recruits, while leaving untouched traditional endorsement deals that reflect an athlete’s fair-market value. The order directs the Education Secretary, in consultation with the Justice, Health and Human Services and Federal Trade Commission chiefs, to draft regulations that curb what the White House called “big-money payouts” in high-revenue sports such as football and men’s basketball. Separately, the Labor Department and National Labor Relations Board must issue guidance on whether college athletes should be considered employees, a question that could reshape labor rights and collective-bargaining rules across the industry. Colleges with athletics revenue above $125 million for the 2024-25 year are urged to increase scholarship opportunities and roster spots for women’s and other non-revenue sports, while those with more than $50 million must at least maintain current levels. Federal agencies are also told to use “all available regulatory, enforcement and litigation mechanisms” to carry out the policy. NCAA President Charlie Baker said the association is “grateful” for the administration’s attention but added that a permanent solution will likely require bipartisan legislation. The move lands as House committees advance the SCORE Act, a bill that would create a national NIL framework, and as legal experts predict the White House order will face constitutional and antitrust challenges from athlete advocates and some states.