You could have stopped right there, because you just made my argument for me. ESPN, ABC, Athletic departments all receive benefits from broadcasting a entertainment sporting even on television. If we ignore all the tv shows, ads, and everything else and just focus the the game being broadcast itself, my point stands easily. The TV networks have to sign contracts with the schools to broadcast the games. Have to. If they just tried taking some cameras in, and sending the feed to ESPN, they would get sued immediately. Why? They aren't broadcasting a game as a news service, they're broadcasting it as entertainment for the purpose of selling a product, advertising space. Billions and billions of dollars in ad space.
The schools have licensing agreements with conferences and the NCAA that allows this. EA also has an agreement with the NCAA and schools. They all receive a cut of the revenues. Just like the do from TV money. The problem is, TV is considered a sacred cow, and many people don't want it to consider it as the same thing (which it absolutely is) and so they come up with bs reasoning why it isn't.
I've also seen the "a person has a right to their celebrity" as an argument for why EA is wrong. Ok, then the kids also have a right to their "celebrity" being used to sell ads for ESPN and the TV networks.
The fact of the matter is, the insane gobs of cash that TV makes is far worse than some video game that uses generic models. Is EA dancing around a gray area, yes they are. But the TV networks are far worse in their blatant profiteering from student athletes. Any person who denies this is burying their head in the sand, and doesn't want their precious TV broadcasts of games affected.