NCAA and use of student-athletes’ likenesses for their commercial purposes/gain; applicable to high school and media contracts? Please make sure to discuss the Ed O’Bannon v NCAA case, including the NCAA’s appeal of the initial court decision. The NCAA, collegiate athletic conferences, and now state high school sports associations are entering into lucrative million dollar media deals to televise contests where athletes perform; and use the name of particular athletes in their promotion of the contests to gain viewership. Schools and other organizations (purportedly non-profit) profit from the “work” of these amateur student athletes. The NCAA is currently in litigation over this issue. Please research the issue and respond. In your discussion please consider if the practice is a tort violating the rights of individuals or/and whether or not the high schools may have a cause of action or deserve a share of the profits. Check out the link below for more Info about NCAA – End of Amateurism https://www.google.com/search?source=hp&ei=jAVAXNudCoquswWyqI-AAw&q=NCAA+-+End+of+Amateurism&btnK=Google+Search&oq=NCAA+-+End+of+Amateurism&gs_l=psy-ab.3…2942.2942..4327…0.0..0.119.169.1j1……0….2j1..gws-wiz…..0.OJHrczBXWuc http://www.espn.com/espn/otl/story/_/id/17704400/us-supreme-court-decision-not-take-ed-obannon-ncaa-case-does-not-end-paying-player-debate