There was something about this on BBC Breakfast yesterday. The impression I got was that landowners may be given a "pot" of money specifically to keep RoWs maintained or create new ones. The perk would be they could put their name/logo to it.
I'm assuming (if I understood right) that the "pot" of money would be auditable and the recipient would have to show it had been spent on improving the RoWs and not their new car