Use current player in ad, get a cease and desist letter
Artificial grass and synthetic turf manufacturer FieldTurf distributed promotional photos which contained a doctored image of University of Michigan quarterback Chad Henne (his number was changed from 7 to 17). Michigan associate athletic director Judy Van Horn sent FieldTurf a cease and desist because "the NCAA expressly forbids the use of a currently enrolled student-athlete's name, image and reputation for commercial purposes.''
FieldTurf's advertisement agency, Canspan Advertising, was very apologetic, and said it won't happen again.
Source: The Ann Arbor News