The short answer is "no." In general, you're not allowed to use someone else's name/reputation/image for your own profit without their permissions. There are certain limited "fair use" provisions for people that could be considered "public figures," but as soon as someone "famous" is used in a way that is essentially a major character in your game or a major draw to it, you're over the line. It's no different than if Wheaties stuck someone's face on their box without paying them.
Whether they come after you or not is an entirely different matter.