There will no doubt be things they need to work thru but proactively developing a framework is the appropriate course. The athletes own their likeness and name, but they don't own the University brand or the sport; everyone is going to get a cut. The logical conduit from the marketplace to the athlete would be the University...who could issue the 1099 for tax purposes...and the NCAA can require that without infringing on anyone's rights.

I think the public perception is that the football and basketball stars will benefit the most (and they may) but I think the surprise will be how many doors open for female athletes. I know who I'd pay more attention to on an endorsement.