If you use likeness to promote a game without permission you are going to get in a whole world of trouble.
If you want permission to use the likeness of those stars it is going to cost you a hefty sum.
The key word is there is no promotion based on 'likeness' there. Plus you can always target generically like make a GIF of ENG players running from short pitch deliveries etc. followed by some sarcastic comment from someone at BA etc
Also It was more in reply to chief saying ads cost a lot, that there is always a dirty way to gain publicity. Ross is too nice a guy to start a flame war for gain.