The advantage will flow to the teams with the most valuable brands, not necessarily teams in mass markets. Rutgers is in a mass-market, but no one is giving out millions in endorsement money to a Rutgers football player; they'd rather find a New York Jets or Giants player.
Alabama and Tennessee are both among the most valuable college football brands. NIL won't hurt Bama, but it may help us a lot. It'll also help Texas, Florida, LSU, Notre Dame, Michigan, Ohio State, Nebraska, etc. In fact, I'd say the biggest beneficiaries will be the Big 10 schools, which have valuable brands, but poor recruiting footprints like Michigan, Wisconsin, and Nebraska. Now, there's a million dollar reason to play football in Lincoln, Nebraska.