Your question about who pays can be extremely misleading. Not from the question but as to how it has to be answered.
The rule is supposed to be that a player decides he wants to change schools so he can play more or for educational reasons, so he puts his name in the portal then looks around for a different school he can attend. The caveat as to how it's supposed to be done is that the player decides to transfer first, with no interaction with any other school or persons associated with another school involved in the process. Then, after his name is in the portal he can pursue other opportunities by contacting schools that interest him from either a playing perspective or educational perspective or, as I giggle at, the perspective of playing and getting a better education.
What's happening is that players have agents, and these agents are constantly out there representing the players and pretty much trying to sell them to a higher bidder than that he's getting from the school he's at. In other words, the agent is constantly working to help the player make more money. The agents are constantly looking inside the collectives/consortiums/groups, whatever you want to call them for more money for their clients. But, at the same time, they aren't opposed to sitting down over a lunch with someone who just seems to know someone who knows someone else, who knows (In the Lucas case) someone who says Miami could sure use the kid and figures he's worth a healthy hunk of change to play football for them. Of course, the agent responds that the player is happy where he's at but is curious about just how much money they'd be talking about. Then it turns into an unofficial bartering question to find out just how much they are really willing to pay with the contact making several phone calls along the way. In the end, the agent knows what the player is worth at that school.
Strictly by accident of course, the agent runs into others who know somebody, who knows somebody, etc. They have lunch and the mating dance occurs again, and the offerings from the bigger of the two from previous agreements and what is available elsewhere becomes to testing point as to how much it will take to get the guy to play at their school.
The problem with the Lucas case is that Lucas and his agent had signed a contractual agreement for NIL money that was linked to his playing football at Wisconsin, not Miami. Like anyone else in the real world, a contract is a contract unless both parties are willing to break it and set it aside. What's interesting in this case is that the school itself is directly involved in the lawsuit, which shows that they in some way or form are a party to the specific contract itself. This is where it gets murky.
How did the Badgers get involved in a contractual agreement with a student/player? Or does it have something to do with the way his scholarship is written, or how all scholarships are written? The fact is, this is going to tear the band-aid off a lot of wounds with this whole thing before it's over. There's no way Wisconsin would go into this fracas without the NCAA realizing it's something that is probably needed. In fact, I'd venture a guess that a huge percentage of the schools believe the players need to live up to their contracts.
So, what is this contract between the school and player? I think he was offered a full scholarship for the upcoming college year and signed his acceptance for it. They are considering it a valid contract like any other in the real world, and are holding him to it.
Now, how the rule reads:
NIL collectives and corporate brands make offers of name, image, and likeness (NIL) money to college athletes.
NIL collectives
- Independent organizations that raise money for universities
- Formed by wealthy alumni
- Pay athletes in exchange for services like meet and greets or charity work
- Can help athletes with other deals, like high-end cars
Corporate brands
- Pay athletes for endorsements, often based on social media clout
- Brands like Nike and Adidas may offer deals to athletes
How NIL money is paid
- Athletes can earn money from:
- Appearing in ad campaigns
- Selling merchandise and signed memorabilia
- Selling ads on their social accounts
- Starting their own businesses
- Starting their own sports camps
- Making paid appearances
- Delivering speeches for money
- Arranging autograph signings