I had to squint really hard to understand the point here. I think I get it, but it seems fairly obvious to me that, to the extent that player sponsorship money is reallocated from schools, it'll be reallocated from schools' athletic programs overall, not specifically from the institution for which the sponsored players play.

That is to say if $shoeco wants to sponsor $bigplayer but does not want to increase their overall athletics funding beyond its present $100M level, they will not take away $1M from $bigplayer's school, they'll take it away in very small amounts from all schools they sponsor.