Spyre has been in sports marketing for some years. Eric Berry just made a tweet supporting them the other day, as he's known and used them for years.
They have said 90% of these funds goes to players. 10% for overhead. And they're shooting to make it 100% in the future. 10% may not even mean much of a profit, if any, given all the events they appear to be setting up. Depends on the volume and scaleability, I suppose, but I digress. Imo their play is to build business relationships with these players that will pay off over the long run and build their brand by being the face of NiL for such a big university.
90/10 is better than most charities fwiw. I also hope they agree to and publicize about auditing these funds. I think that will give some assurance to (reasonably so) skeptical folks like yourself.