The N.C.A.A. does not allow colleges to pay student athletes for their labor- anything that is outside of tuition or costs related to college attendance cannot be paid for. This rule was brought into question during a “landmark” antitrust case where the N.C.A.A. claimed that student athletes do not receive additional compensation due to “amateurism.” U.S. District Court Judge Claudia Wilken ruled that it is inappropriate for college athletes to not receive compensation for their labor. However, despite this decision athletes will continue to labor without pay because additional legislation is required to remedy this issue.
See "The N.C.A.A. Lost in Court, but Athletes Didn’t Win, Either", Marc Tracy, The New York Times, March 11, 2019