I honestly don’t see why the athletic department would care per se
At the end of the day, NILs (broadly speaking across the NCAA) fall into two categories:
1) A legal way for boosters to funnel money to top recruits in football and basketball
2) Value proposition NILs, where the person paying gets something tangible in return. This is basic capitalism
With almost 200k worth of social media followers, Sofia brings some serious marketing power to the table. Value is also why Olivia Dunne (the LSU gymnast) is one of the top grossing NIL athletes