Imagine the AD can make 10-20MM based on team success. I don't know what the numbers are but there's a range and they know it. CC brings the AD 15-20MM a year all of which could be given to athletes with a word from the AD by asking donors to prioritize NIL funding.
So if an extra 9MM of NIL will result in 10MM in additional ticket/merchandise/etc profits it should be an easy decision.