The NIL question is basically answered at this point - the student athletes do. There's a lot of state legislation making its way through that are allowing its student athletes to profit off their name and likeliness. Legislatures basically steamrolled the NCAA and said, "you have no power over this." When California started, it basically caused more states to fall quite quickly because other legislatures didn't want to give the California powerhouses an advantage in recruiting.

The NCAA is trying to rein things in and at least provide guidance right now, but their power is crumbling on this and many other issues.