"Worth" will be ultimately decided by fandom and what monetary emphasis a school puts on winning.....and the market is opened up with NIL.
NIL has replaced the bagmen of old, but there are some differences now.
Bagmen and those who filled the bags were willing to do so even though it was against the rules. Many boosters, fans and businesses were not involved in that and likely didn't even know how to get involved even if they wanted to. It was a very small percentage of a program's supporters and big money ones at that.
NIL is legal and is out in the open, so there's an opportunity for everyone to get involved, to include the non-big money folks. That includes businesses who aren't even fans of the programs in certain situations, but want to back a star player and/or program to legitimately try to boost their sales.
What a school/booster organization needs to be doing is creating a NIL system for their school and marketing the hell out of it to get as many want to be/would-be supporters to join the cause. A known one-stop-shop.
And that is occurring...at UConn and everywhere.
TALLAHASSEE, Fla. (Dec. 7, 2021) – Two former members of the Executive Board of Directors of the Seminole Boosters announced the formation of Rising Spear, a new platform to develop Name, Image and Likeness (NIL) opportunities for Florida State University student-athletes. Rising Spear is a third-party entity not affiliated with Florida State University. The new organization will provide a platform to create and develop NIL opportunities for FSU student-athletes in cooperation with businesses and sponsors. Rising Spear will consist of two options – Gold Standard, representing for profit opportunities supported by local and national businesses, and Garnet Spirit, a not-for-profit platform creating opportunities to engage FSU student-athletes through appearance fees to help meet the needs of local communities through clinics, fundraising, community service projects and events supporting underserved communities.
Fans, supporters and friends of programs like Bama, the Aggies, Ohio State will be able to assemble much larger payola packages than the same at FSU, UConn, etc.