There is nothing from stopping a car dealership in Ames or Des Moines from doing the same for ISU, either.
And there absolutely IS a risk. Every business ultimately has to balance advertising dollars spent with revenue generated by said advertising dollars. They aren't just piggy banks with unlimited resources.
This conversation got me to research what the actual NIL policy is at KU and I found this: https://kuathletics.com/wp-content/uploads/2021/07/Official-KAI-NIL-Policy.pdf
It's an interesting read as to what is and is not permitted. I assume that Iowa State has a similar policy but I haven't been able to find it yet.
Oh silly boy. I know first hand of many businesses that would spend profits at the end of a year in order to not pay taxes.
Example - Owner of car dealership and huge local university bb fan is showing $200,000 profit. He hates paying taxes so he decides to sign a NIL deal with a university athlete to have the athlete "advertise" his dealership because he'd rather that money go to keeping his favorite sports team good than give the government more tax money.
I get calls about "what can I buy so I don't have to pay taxes this year" from probably 75% of my business clients every December.