I've seen broadcasts do this with photos of the drivers, but wondering how to link them through the ATVO software. I have done custom text through a spreadsheet, but unsure how to do it with images, and searched but couldn't find anything on the forum of how to do it.

Say driver A I have one or two photos i want to associate with that driver, how would i display them?

You would use Dynamic Images. This is a thread with some good discussion on how it works and common pitfalls to avoid:
https://atvo.appgineering.com/Forum/Thread/200