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Not true. It’s understood that big markets offer more opportunity for sponsorship deals than smaller ones. It’s one reason why free agents choose NY or LA. The difference here is they college players are not salaried, so all they have is sponsorship deals.

This doesn’t take into account state laws. In Fl it’s illegal to use a NIL deal as an inducement to sign with a school, this isn’t the case in other places. Increasing a budget won’t really matter when aTm can spend $25m inducing HS kids to sign.

ROI was never a consideration before. It won’t be moving forward. They’ll keep the kids on deals that allow them to terminate the contract when they need to.