This is a good article.
To baseballhs's point. I think it's reasonable for coaches/universities not to be involved if an athlete with a great moustache, for example, advertises hair trimmers. Or, for the athletic department to have a group that helps the athletes do that.
If I were a coach, I would be quite nervous about a collective that took in donations from boosters and paid money to athletes. They have to be working with the coaches - otherwise how do they know how much to give each athlete? A group of donors deciding on their own to give a QB $8mil? Seems like a blurry line, though.