It’s hard to say, really. If you’re a good player in a college town, you might not have the name recognition of an all-American at Alabama, but you could still do really well with local endorsements. For example, Nick Emery repping the Provo Volkswagen dealer would make some money. Hell, he got a free car…and it wasn’t even legal back then.
All I know is there’s going to be tons of grey area (just wait for the first time a college athlete is getting paid by a CBD dispensary) and abuse of the system is going to run absolutely rampant.