Image and likeness is also another way that the NCAA exploits college athletes. Athletic
jerseys are sold in college bookstores and athletes do not receive any type of benefit from this.
“So whether you’re UCLA, Ohio State, Duke, North Carolina, Kentucky, or whether you’re a
smaller school … everyone is getting paid. It’s the coaches, the athletic directors, the trainers,
doctors — everyone on campus is getting paid off of that money that the athlete is bringing in.
Except the athletes themselves” says Ed O’Bannon, a former UCLA star that led his team to the
1995 national championship. O’Bannon sued the NCAA for using his likeness and image in July
2009. He filed a lawsuit against the NCAA and the Collegiate Licensing Company, alleging
violations of the Sherman Antitrust Act and of actions that deprived him of his right of publicity.
He agreed to be the lead plaintiff after seeing his likeness from the 1995 championship team
used in a video game without his permission. The game featured a UCLA player who played
O'Bannon's power forward position, while also matching his height, weight, bald head, skin
tone, No. 31 jersey, and left-handed shot. In January 2011, Oscar Robertson joined O'Bannon in
the class action suit. Bill Russell is also among the 20 former college athletes who are plaintiffs.
Electronic Arts and the Collegiate Licensing Company (CLC), both original co-defendants with
the NCAA, departed from the case and finalized a $40 million settlement that could net as much
as $4,000 to as many as 100,000 current and former athletes who had appeared in EA Sports
basketball and football video games since 2003. The trial against the NCAA lasted from June 9 to
June 27, 2014. The final written closing statements were submitted on July 10. On August 8,
2014, Wilken ruled that the NCAA's long-held practice of excepting payments to athletes
violated antitrust laws. She ordered that schools should be allowed to offer full cost-of-
attendance scholarships to athletes, covering cost-of-living expenses that were not currently
