This is an excerpt from the Dellenger article:
"In the letter, Kessler notes that the “valid business purpose” rule in the settlement “was meant to prohibit NIL collectives from simply receiving donations and paying athletes for play,” it reads. “It does not, however, prohibit a NIL collective from paying athletes itself — not as a marketing agent for others — if the payment is ‘for a valid business purpose’ related to the promotion or endorsement of goods or services provided to the general public for profit.”
How in the hell can Kessler justify a non-profit collective paying an athlete to promote or endorse goods and services provided to the general for profit? That was the rationale for the rejection of deals submitted by collectives. Collectives can certainly match up for profit businesses with athletes as Blum is going to do but having a non-profit Collectives directly pay athletes to endorse for profit goods/services is senseless.