re: I don’t get why every player is opening up a merchandise deal

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He plans to start selling t-shirts and whatnot with that logo on. Is it just me or is almost nobody gonna buy this?

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that isn't how this works. it isn't about what people are going to do, it is about what boosters are going to do.

Coaches will make deals with recruits promising them if they come to that coach, that coach will line up a booster who will promise to buy 10,000 shirts with that stupid logo on it. Will anyone wear them or will they be seen in public? no but the player still gets their money.