The 30-second ad, which was featured on ESPN during a Nov. 27 game between the Horned Frogs and Bears, used shots from the soon-to-be-released film along with highlights of various members of each team.
“We were surprised and unhappy,” Big 12 commissioner Bob Bowlsby said.
After its airing, the conference viewed the commercial as propaganda for the new film, as the ad featured its release date and attempted to prompt people to buy tickets to see it.
Since regulations prevent college athletes from having their names, images or likenesses used for monetary gains of any sort, the ad was used in violation of NCAA rules.
“After the Big 12 brought this to our attention, we worked closely with them to resolve the situation,” ESPN said in a statement.
Following ESPN’s acknowledgement of the matter, the NCAA released a statement announcing that the issue had been “resolved.”
Baylor defeated TCU, 28–21, in the matchup.