@jaybate-1.0 The discrepancy between Michigan and MSU there for two main reasons. One is that Adidas has always paid more for an overall contract with a school than Nike has. Nike contracts used to not include every sport. Until a couple of years ago Baylor had Nike as the supplier for their football program and Adidas for basketball. Nike has only very recently started including all sports in the contracts with schools whereas Adidas and Under Armour have always done that.
The other reason is that Michigan just renewed their Adidas deal this summer and I don't know the last time MSU did their deal. Nike is just now in the past couple of years starting to pay comparable deals to Adidas and Under Armour so whenever MSU signs their next deal, it'll be closers to the Michigan deal which is currently the bigfest apparel deal any college has signed. Most of money these apparel deals provide to schools is what's used to fund a lot of the non-revenue.
As @JayHawkFanToo pointed out, these money made from apparel deals are a fraction of the operating cost for an athletic department. The real money for these companies is in soccer. Michigan makes about $8.5 million per year with their Adidas deal. That deal absolutely pales in comparison to the £75 million ($128 million) per year deal Adidas just inked with Manchester United. Lionel Messi makes north of $10 million per year from Adidas, James Harden's Adidas deal pays him about $13 million per year, Rory McIlroy's Nike deal pays him $40 million per year. These deals dwarf a lot of the college contracts and that's why football recruiting lacks the influence from these companies, they are busy looking for the mext major basketball, soccer, or golf star because those players are in sports played worldwide and become worldwide recognized stars. Follow the money and you will see why football recruiting has minimal influence from apparel companies comapred to trying to lock up basketball, soccer, and golf players as early as possible.
You need to zoom out to a global scale to see where Nike, Adidas, Under Armour, and Puma really focus their attention when it comes to trying to influence young athletes who have the potential to make them as much money as possible.