Mississippi State's Dak Prescott sues T-shirt company for using likeness

Popularity on the field comes at a price. 

A Mississippi State spokesperson confirmed on Thursday that quarterback Dak Prescott is suing a merchandise vendor for printing and selling "Dak Attack" and "Dak Dynasty" T-shirts without his consent, according to Michael Bonner of The Clarion-Ledger. 

The lawsuit alleges that the clothing designer is ultimately using the quarterback's likeness for profit without his consent. 

Since Prescott learned of the T-shirts' existence, he had to file the suit after the vendor refused to stop, forcing Prescott to risk a potential NCAA violation that could affect his eligibility, under NCAA Bylaw 12.5.2.2. 

The university is not involved in the lawsuit. Prescott hired a lawyer through the NCAA Opportunity Fund.