The problem is shoe companies giving money to an athletic department for a "marketing strategy" because that is when gets sleazy and slimey. Nobody is giving millions of dollars(see numbers  below) to a college simply for a "marketing strategy."

From the article by Greg Doyel of the Indianapolis Star:

So I will repeat, and then I will explain: The NCAA (read: presidents) had the power to stop the shoe companies, or at least derail their influence before it became too late, but they've been too busy cashing the shoe companies’ checks. Louisville has a 10-year deal with Adidas worth $160 million. Michigan’s deal with Nike is for 11 years and $169 million. Texas and Ohio State have deals with Nike worth $250 million, and UCLA’s 15-year deal with Under Armour is for $280 million. IU has a contract with Adidas worth $53.6 million over eight years. Purdue is in an eight-year contract extension with Nike  worth $16.2 million.

The athletes are pawns, paid or not, in a much bigger racket.