the traditional endorsements will only go to a select few , mostly football and male basketball players. But these social media things I can definitely see going to the women, although I do think it will mainly be the ones that would be considered "hot".

I looked at where my own son might sit on that list based on his current instagram following and he'd possibly make a few thousand a year just because of how many followers he has. I would think that will increase exponentially if/when he becomes a starter and better known, and possibly very large if he were to become an actual college football star known nationally.

But it isn't going to do much for your average women's cross country runner or male swimmer, most people didn't care before and won't care now. It will just be the high profile stars or else the really good looking ones, kind of like in all marketing.