I do--and that's not a knock on what him and every rookie does once they roll into town. I believe it's standard advice for them to team up with a charity, so they do so.
It's not cynical to say this.
It's not a business endeavor for him, it's for the Bills and the NFL.
We can't know if his heart is involved, but if he keeps his commitments to his chosen cause/charity, then that's fine too. Win win.