I don't represent any coaches and am not privy to individual contractual structuring, but I suspect most coaches' marketing rights are owned by third parties who pay the majority of the very large salaries. Given what you can glean from media reports, it would seem JMI is not willing to play ball, while the partners of many other major football programs understand the word partner and are working things out to keep the schools and, more importantly, the players happy.
That isn't jmi. That's sponsors being asked to accept a reduced value for money already contractually spent. All Mitch has to do is rework those particular sponsor contracts. He had the perfect opportunity with the stoops extension. He whiffed, again.
This entire issue is easily solved. However it all starts with Mitch being proactive. Not his strong suit, to say the least