College football will change indelibly. Who will benefit? Oregon through Nike. Maryland through Underarmour. I do not see schools like Iowa, Nebraska, and Wisconsin benefitting. It will mostly be the schools in states with high populations and large corporate sponsorships. I don't see Kum & Go, Pioneer Hi-bred, and Mediacom having the bucks to now also sponsor / pay-off Iowa / Iowa State players.
In the Big Ten, I am thinking Michigan, the Illinois schools, and Ohio State benefit.