Schools Using Popular Athletes More?

According to CNBC's Darren Rovell:

The Chronicle of Higher Education is reporting that the NCAA has a proposal on the table that would allow schools to use their popular athletes more. I think it should happen in exchange for those athletes getting their rightful share in jersey royalties.

I would add that it's probably time to reevaluate how schools use athletes period.  Especially if they're going to use them more. Does anyone know how schools can get away with using images and likenesses of former athletes (like they do in commercials, game programs, etc) without paying for them? It seems like former athletes should at least get paid something for this. What do you think?