Clearly feeling pressure from the new G League rules and the defection of some elite prospects, the NCAA has taken the first step towards allowing athletes to be compensated for endorsements.
https://villanova.rivals.com/news/ncaa-takes-first-step-towards-name-image-and-likeness-compensation
https://villanova.rivals.com/news/ncaa-takes-first-step-towards-name-image-and-likeness-compensation