Bottom line is that marketing cost and actually revenues are to totally different things all together. Now is JSU is saying Deion's presence has generated $185M of marketing/advertising for the University, then that's what JSU would have paid for the same amount of publicity. On the other hand, if JSU is trying to say that Deion has generated $185M is revenues for the University, well we all know this is not true. The amount of revenue would be on par with the revenues realized by University of Texas, Texas A&M and Alabama.