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I would assume that whatever is signed when every player's scholarship is renewed each year has language in it that basically says, "Whatever we can do to make money off you, we can do, and by accepting this scholarship you are allowing us to do so."
Every team uses players in their own promotion materials...they don't get paid for that. And that's pictures, faces, names...not a computer-generated likeness.
The more I think about it, the less chance this has.
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