 And former college athletes are suing the NCAA for using their likeness and products without compensation. Sixteen former college basketball players have filed a class action suit against the NCAA in several conferences for unauthorized use of their names, images, and likenesses in March Madness promotional highlights. Among the 16 plaintiffs, former Kansas Jayhawks star Mario Chalmers, whose three-point shot forced overtime in the 2008 NCAA final, the textbook highlight that allows the NCAA and others to profit off him.