I expect to see every member of the Jayhawks basketball team sign a NIL deal with this company shortly, if it's not already done.
http://firstconstructionllc.com/about.html
That would be a pretty poor ROI. Makes sense for football players to endorse a MMA gym. Not sure people spending money on commercial construction will be swayed to spend 7 or 8 figures from a Mitch Lightfoot tweet. Doug Compton is getting full value from whatever arrangement he already has with Kansas Athletics.
I really think this will be an opportunity more for businesses that already don't have preexisting business relationships with these schools athletic departments and that's what we've seen almost exclusively early. Doug Compton gives his 6 or 7 figures annually to KU and he gets all of the access to the athletes, coaches, and facilities he wants. Giving that money straight to the players means he would have to shell out more money to keep the access, what's the benefit to that?
NIL isn't really for Doug Compton, Carl Ice, Melvin Weatherwax, T. Boone (rip); it's for people like the guy owning the MMA Gym, like the owner of Braum's, or the marketing department at Little Apple Toyota. Even though this type of revenue won't make up most of the money most student-athletes will make. Small to medium businesses will realize real fast that college sports fans don't see the players as much more than laundry hangers with legs. These athletes, for the most part, won't change purchasing habits or drive foot traffic to brick and mortar businesses and the ROY for these businesses won't be worth it. Initially, it will be hilarious who will jut light money on fire for clout though.