The governing body for college sports is starting a process to allow student-athletes to monetize their fame.

The National Collegiate Athletic Association's Board of Governors, meeting at Emory University in Atlanta, voted unanimously on Tuesday to begin a process that would let college athletes to “benefit from the use of their name, image and likeness.”

“We must embrace change to provide the best possible experience for college athletes,” said Michael Drake, chairman of the NCAA board and president of Ohio State University.

“Additional flexibility in this area can and must continue to support college sports as a part of higher education. This modernization for the future is a natural extension of the numerous steps NCAA members have taken in recent years to improve support for student-athletes, including full cost of attendance and guaranteed scholarships,” Drake said.