What are the "contracted services" you refer to? They aren't paying for the athlete's services as an athlete. They aren't paying for the athlete to play well and do well in competition.

They are paying the athlete for use of the athlete's name, image, and likeness.

Now sure - I imagine that an athlete's name, image, and likeness would be more valuable if they perform well at athletic events. That goes without saying.

But it doesn't change the fact that they aren't paid to perform athletically - they are paid for allowing the person who holds their contract to use their name, image, and likeness.