short ornery norwegian
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Will individual players get to advertise sponsors on their jerseys? Otherwise, what value does the endorsing company get from a college student?
As I understand it, NIL is for Name, Image, Likeness. So that is what a player can market. Theoretically, Dawson Garcia could make a deal to have "official" Dawson Garcia jerseys, posters, bobbleheads, etc. Or he could do endorsements - "This is Dawson Garcia for Mauer Chevrolet...."
But - I think the key is this - the schools are (in theory) not part of this. It's up to each player to market himself or herself.
So, to answer your question - the endorsing company's value is tied to the image and name recognition of the athlete. meaning that star players will get almost all of the opportunities.
in the Twin Cities market, a Chet Holmgren or Jalen Suggs type of player will have opportunities. But some backup SG for the Gophers won't see squat.