The kids brother said football is not the end-all be-all for him.
Maybe, he really just likes playing, and all the other stuff and attention only reminds him of the fact it is just something he is good at, and enjoys to a point. Maybe the idea of being looked at as a commodity and future pressure of being an earner for more than himself doesn't sit well.
The question is how much does it really mean to him. Maybe, for whatever reason, he doesn't want to be committed to being totally immersed in his college life as a football player. Who knows, except him.