The NIL is going to go the political rounds as well. Alabama's QB making $1M is great, but how will the women's athletes fair at Alabama?

Simply put, because tuition is so low at BYU, it is a much better "bang for your buck" opportunity to pay for "full scholarship value" to those student athletes. If you want to be seen as a company that cares about gender equality, it is easier to pay for students' full tuition at BYU than say University of Utah, or any University in California. Also, from an advertising angle it makes a bigger splash to pay for more women than just one or two. You can pay for three women at BYU rather than 1 at some other universities.