Some of these college athletes have amazing NIL deals. Last year, based on known deals (according one media outlet), some interesting figures (but not all the top figures) are as follows:
Bronny James -- $4.9 million
Shedeur Sanders -- $4.7 million
Livvy Dunne -- $3.6 million
Caitlin Clark -- $3.1 million
Angel Reese -- $1.8 million
Not sure how reliable these numbers are, but it gives you a picture of how much money is at play for some athletes. I can only assume that these athletes spend time marketing themselves.