A girl playing basketball at my son's alma mater has deals with Dick's, Spaulding and makes bank off of social media. High six figures PER YEAR in NIL money. She's a scholarship kid so I'd say high school has paid for itself already.
Unsurprisingly this is a big part of the school's recruiting pitch to girls across the nation.
I suspect NIL will help the rich stay richer at the HS level and kids in many sports will seek out the programs that are associated with big NIL contracts.