We are in the early days of the NLI process, and most big companies (with big advertising budgets) are still assessing whether or not NLI's are effective ways to spend their money. Plus, now that the initial splash has been made, will they be able to sustain the enthusiasm for NLI deals? There simply isn't going to be enough money to go around, and unless an athlete can provide some value in terms of NLI, I don't think that businesses will be falling all over themselves by handing out sponsorship deals. What will end up happening is that the top talent and personalities will get the NLI deals. Most mediocre players won't get much. Athletes that have cultivated a digital presence with their image and personality (i.e. Instagram and Twitter followers) will get sponsorships and endorsements.

It's the same thing with professional sports (NFL, NBA, MLB). The top players with strong followings get endorsement deals, and a significant amount of pros get nothing.