Players in Austin are celebs. I am pretty sure Ian Book could walk around NY or Chicago and barely get noticed.
This is going to be local car dealerships and restaurant chains that will be paying these kids.
Now what we don't know, is how the creative ways to funnel payments through other businesses will work.
For example, Dan Hesse, (no idea how much Dan Hesse cares about football, but let's pretend he does) would he be willing to throw the local car dealer a couple hundred thousand to "invest" in "Advertising"? He certainly wouldn't want a 18 year kid he doesn't know as a spokesman for his company.