COLUMBUS, Ohio (WCMH) -- Three letters have radically changed college athletics: NIL – Name, Image and Likeness.  In 2021, when the NCAA initially approved legislation allowing college athletes to be compensated for endorsements and charitable work, that signaled an infusion of financial factors in college football. Top-level athletes are making good money, and that means young people are adjusting to truly grown-up responsibilities.   Could we see some some rain showers for Football Friday Nite? "The better these guys play, the more opportunity they're going to have, and they understand that," Ohio State head football coach Ryan Day said.  Ohio State senior cornerback and all-American candidate Denzel Burke has embraced the opportunity.  Watch: How key Buckeyes fit NIL into their busy schedules  "NIL has really changed my perspective on life after football," he said. "It's crazy how you can be competitive in all aspects of life. My job and my teammates' job hopefully is to continue to bring other players with you, too, and give them opportunities, to kind of share the bread."   Burke's daily bread is rising. He and several of his Ohio State teammates are in demand from local and national companies for endorsements. Burke and several Buckeyes recently appeared in a regional ad for Chipotle and a new ad for Kane Footwear.   Burke said the benefits of NIL go far beyond cash.   "It's helping me grow as a man, becoming a businessman," he said. "Learning about new things -- insurance, compliance, how to read contracts -- it's really just setting me up for the future."  NIL remains something of a nervous topic for many universities, especially with the evolving rules and the demands on athletes' time.   Democrats push for changes to Republican-run ballot board after ‘biased’ Issue 1 wording "They have kind of a bell curve as far as their popularity and career goes,” said Sam Storts with BILT Connections, a newly formed NIL company. “No career of an athlete is very long. We can start, you know, taking advantage of their peak marketability, peak value."  Ohio State asks athletes to keep NIL appearances and demands to a minimum during the football season.   "These guys understand what the main thing is right now,” Day said. “You know, during the off-season, there's certainly great opportunities. But, you know, unless it's something that's really pressing, you know, they need to take care of their academics first and then then football.”  With those time demands, many athletes have turned to NIL management companies to streamline the process. Former OSU all-American cornerback and NBC4 Buckeye analyst Chimdi Chekwa has partnered with Storts in the development of BILT Connections to assist athletes and introduce them to smaller, emerging businesses.   "When we look at NIL today, we only think about the athlete making money right now, but there's an opportunity for them to build knowledge, experience and generate income for the long term." Chekwa said.  BILT's business model is to work with the Columbus Chamber of Commerce to identify growing companies seeking to partner with high-profile athletes and raise their profile.   Ohio lawmaker aims to eliminate all lead pipes in the state over 15-year period Typically, the athletes are connected with a company which may share a common interest or focus. For example, if a player was a physical therapy major, BILT could try to match that athlete with a physical therapy company and create a mutually beneficial relationship.   "If the athlete now has equity in his business, it's not just creating an NIL deal; it's really giving that athlete an opportunity to own something and grow it," Chekwa said.  Burke recently partnered with his first company in a deal which will be announced shortly.   "It's really just about creating equity with small companies that could eventually blow up." he said.  "I want to be wealthy down the road and create generational wealth. For me to become the best version of myself on and off the field is what's more important.”