The Big 12 saw something it didn’t like and quickly fired off a cease and desist letter to ESPN. It was over a video that aired prior to the November 27 Baylor-TCU game that featured highlights of players from both teams.

Apparently, it violated NCAA rules prohibiting the use of players’ likenesses to promote or endorse a commercial product or service. At the end of the video, the opening date for the new Star Wars movie was shown encouraging people to buy tickets. The video which was available at the ESPN website has since been taken down.

Since the players did not know that their likenesses were being used, they are not in any trouble and their college eligibility will not be affected. CBSSports.com’s Jon Solomon says cease and desists are often issued in cases like these:

If a player’s name or picture appears on commercial items or is used to promote a commercial product without his or her knowledge or permission, the player is required by the NCAA to take steps to stop the activity in order to retain eligibility. Cease and desist letters are a common way to do that.

Big 12 Commissioner Bob Bowlsby sent a cease-and-desist letter to ESPN expressing his displeasure over the use of the players and for its part, the Worldwide Leader says it worked with the conference to clear up the issue:

“After the Big 12 brought this to our attention, we worked closely with them to resolve the situation.”

And the NCAA has issued a statement on this as well:

“The NCAA has been in communication with the conference and considers this matter resolved.”

So the Big 12 sent a cease and desist on an ESPN video that used players’ likenesses to promote Star Wars. ESPN took it down and the NCAA considers the whole thing closed. It’s a good thing everything was resolved otherwise we might have heard about some violations and the NCAA issuing penalties over something that was silly to begin with.

[CBSSports.com]