The market is irrelevant since these aren't actual name, image, and likeness deals. They are virtually all payment in exchange for playing. I do think Bueckers' name has some marketability in the Nutmeg State, but that's because she is the very best player in the country, playing for a flagship state university in a state that derives much of its identity from the program she plays for.
The 99.99 percent of other college basketball and football players? So very few (Bryce Young in the Heisman House? Fun! And he would not have been in those commercials two years ago) have enough equity in their name, image, or likeness to earn anything close to what they're actually being paid now.
Obviously there are levels of advertising, but how many college basketball players have you actually seen on TV hawking a product? I've seen one, ever (Collin Gillespie humping a local car dealership). I think I've seen two college football players ever - Bryce Young (Nissan Heisman House and Dr Pepper) and DJ Uiagaleilei (I don't even remember what the ad was for, but it was a national spot). I know others have cashed in on a more local level, like that kid from Kansas was was part of their upset of Texas last year, but that was a moment whose value was gone after two weeks, and I can't even think of the kid's name now.
