selling anything with the likeness or name on it...eventually someone would come after them and want a piece of it.
but you'll notice BYU sold a lot of #15 jerseys during the max hall era and a lot of #3 jerseys during the van noy era and have been selling a ton of #4 jerseys for the last few years...but they leave the name off the back so they don't have to pay the player. it's just a generic BYU jersey with a number on it but all the fans know what it means.