If you look at the granular detail of NIL deals currently in force, 95%+ are local deals. As an advertiser, I can impact a small market quickly and easily with an NIL deal because the competition for eyeballs is thin. At a University like Appy State in Boone, NC you can get athletes of all kinds on local TV & media to hawk (no pun intended) cars, food, events, etc. The same approach Detroit, Indy, Columbus, or any metro area is going to be drown out by the sheer volume and sophistication of mass media outlets. My point is that athletes at smaller universities are going to have certain advantages in obtaining NIL’s that might even things out a little. At the same time, getting athletes “known” better to local markets might boost athletic event attendance and reduce the red ink associated with wrestling. There are partnerships to be developed and it’s my opinion that the smaller schools will find ways to thrive.