It's not a fraternity problem. It's a governance problem. Brand exposure is not brand authority — and the same architecture produces the same crisis at Uber, the NCAA, franchise systems, and religious dioceses.
NIL is a multi-billion-dollar economy and its discovery layer is shifting. Brands are running NIL shortlists through ChatGPT and Perplexity before they call an agent. The under-told story in college sports.
Sports teams use social media to build a direct, sustained relationship with fans — bypassing the broadcast networks and the print press. League by league, platform by platform, and the content patterns that work.
