The long-term NIL money is in being an agent, not an athlete. 99% of college athletes who get NIL cash get it for four or five years, then it's done. This is a way for him to get long-term cash out of it. And if he can do a good job and actually work for the athletes' benefit, it's better than having athletes fall victim to the con artists who are out there.
Then he grows that into representing professional athletes.