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The new complaint (750k PDF), filed in the United States District Court in San Francisco and obtained by Yahoo! Sports, argues that, “Mr. Robertson’s collegiate image continues to be licensed without his consent to this day … and sold for profit without approval by Mr. Robertson, and without any opportunity for him to participate in the licensing opportunity generated by the use and sale of his own collegiate image.”

The NCAA has argued they maintain the rights to a players’ likeness forever in legal briefings. It believes it, its marketing arm – Collegiate Licensing Company – and partner companies Thought Equity Motion and Collegiate Images, LLC are compliant with the law. The organization did not immediately respond to an inquiry about the additional complaints, although it traditionally rejects comment until it has time to review legal documents.

At stake is a share of the estimated $4 billion market for collegiate licensed merchandise, a business that has exploded over the last 15 years.