I really don't think they are competing with each other.
If you're asking what is the benefit? It's hard to say and I'm not sure if it is enough but it makes you look like a good community member. You run a business that is constantly asking for the public to chip in, I don't think running a NIL collective necessarily hurts in a PR sense. Lets just say Koi Perich comes to the U and we end up being a top 15 football team, I think it's fairly cheap marketing and PR to have him and his buddies tweet while they're attending a Timberwolves game. That kind of thing.
Now, is this enough to get them to spend their money? I don't know. I try not to tell other people how they should spend their money.