Can you legally use sports heroes images?

Legally use them for WHAT? It's almost certainly illegal to use the likeness of a "sports hero" (or anyone else) in such a way that implies that they support or endorse a particular item without their permission. It's also technically a violation of copyright to use a photograph in a magazine for just about any purpose whatsoever without the permission of the magazine (or photographer, depending on who holds copyright to that image), though if you're just cutting it out and making a button or something out of it for your own personal use, it's unlikely that anyone is going to care much.

Basically: if you're using the image to sell something, or in something that you are producing for sale, and you don't have the permission of both the "sports hero" and the photographer/artist/whoever holds the copyright on the image, it's probably illegal and it's highly likely that you'll get in trouble for it.

If you're using it without those permissions for something for your own personal use and not for sale, it's probably still technically illegal, but it's fairly unlikely that you'll get in trouble for it.