College football has started, and players for Arizona State University and the University of Arizona can now earn money from their name, image and likeness.

The conference the schools belong to announced this week that video footage from its broadcast networks can be used in ads featuring players.

Imagine that Adidas wants ASU’s quarterback to be in a commercial or the top player at UA makes a cameo in a new Nike ad. Through a new licensing program, their game highlights broadcast on the Pac-12 Networks could be included in the ads, too.

Conference officials say the program is proof of the Pac-12’s support for college athletes wanting to earn money from their name, image and likeness.

The online media outlet Front Office Sports reports that Pac-12 athletes can sign directly with sponsors, which could then license footage from the conference. Or sponsors can make a deal with the Pac-12 Networks and pay the athlete a fee.