Here's another lawsuit over how athletes rights are managed. This one is specifically about marketing and merchandising items with photos of athletes and is aimed at two specific companies.
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No one knows how all of this is going to end, but count the Big Ten's Jim Delaney among the skeptics. And as he and Bob Kravitz point out, Title IX considerably complicates things: you can't just pay revenue athletes. Title IX doesn't allow for a market-based solution.