Jacketup: In my opinion, to equate the distribution of these schedule cards to "...using images of amateur (uncompensated) athletes to generate revenue..." is ridiculous. It may be your opinion, but I'm diametrically opposed to that opinion. To condescend to a fan group that is probably as intelligent as any in Division I-A Football (BCS, FBS or whatever it's called now), is probably not a good choice. You may feel strongly about this issue, and may even understand the legality better than most, but I'd feel pretty comfortable with most of this group understanding what you saying, whether they agree with you or not.
The advertisers are not paying to associate their name with these players, they're paying to associate their name with Georgia Tech Football. These players are part of the GT Football team and represent the team as leaders. These cards have been distributed with this advertising since before I started Tech in the mid 80's and I've seen cards with players' images and cards with Buzz, the Ramblin' Wreck or even the Tech Tower. These cards are no difference than the posters generated each year for the team to promote excitement about the team. These team leaders are honored by being highlighted. These are the play makers for the fans to watch for this year.
One additional comment: I'd have to disagree with any premise that the players are not gaining from this exposure either. These cards are distributed to fans and potential fans. The face and name recognition among the fans generates hype for these players, with garners attention from potential future employers (professionally in both athletics and non-athletic endeavors).