[jjeaff]

I disagree. You are thinking of endorsements as if Nike and Underarmor are the only players here. But in every college town in America, Jim's Chevrolet or Thomson's Car Wash or whatever, would love to be able to have some of the local players on their tv or radio ads.

I'll bet car dealerships will be the first place in CA that you will start seeing college athletes on the billboards.

And it won't just be the top guys in the state. It will be the top guys on the local team. Even for smaller schools.