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I'm guessing it is temporarily inflated by NDAtty

Right now there is a media bump for big rights deals. Presumably that will fade and every NIL deal won't be the subject of various news stories and so it will be a bit less valuable.

I have no idea if this website is accurate, but it lists Ben Roethlisberger as having made $1 million in endorsements in 2020. I can see an established college star like a Trevor Lawrence being worth a lot, but I'm not sure there are going to be a lot of freshman coming onto campus worth $1 million deals.

Could be wrong though. Maybe because of his salary Ben doesn't care as much about getting every endorsement dollar. Maybe #1 or top 10 recruits are that lucrative. I'm guessing not, but time will tell.