This is aimed at the elite athletes whose programs use their name, image and likeness and profit from it. Coaches in big time sports programs, especially in football, are getting rich off of the athletes. Nick Saban, 9.1m, Ed Oregon 8.7m, Dabo 9.3m, Jimbo 7.5m as examples.
I remember this being a discussion when Khalil Greene's image was consistantly used in magazines for sports gear. People wanted to know if Clemson was paid for his likeness.