Its not a bad investment if his name can attract/retain talent
Unless they're an active gameday participant, the whole "name" angle doesn't really happen. I remember back in 2000 dudes (media and acquaintances) saying that Jordan's involvement with the Wizards would help attract some good talent to Washington. Jordan helped pull so much talent that he had to come back himself, and still to no avail.
Even the most recent example with Elway / Manning didn't happen because of some burning desire by Manning to play for Elway. Picture Peyton joining forces with John had Elway been the head of football operations for Jacksonville
