You need to work on your research skills.
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A brief look at sponsorship and image rights of professional athletes in USA, covering image rights, commercialisation and protection of image rights, restrictions and more.
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Are there any restrictions on sponsorship, advertising or marketing in professional sport?
Restrictions on sponsorship, advertising and marketing in professional sports vary by league. For example, MLB recently permitted teams to sell sponsorship patches on in-game uniforms and helmets, but the league prohibited sponsorship from categories such as alcohol and betting, among other things. On the other hand, the National Basketball Association (NBA) has official sponsorships with both FanDuel and DraftKings in the sports-betting industry. And NASCAR allows for alcohol brand sponsorships on cars that compete in races.
Restrictions may be imposed by leagues unilaterally or may be imposed by agreement among the league and players. In some instances, banned sponsorship categories are agreed upon in the respective collective bargaining agreements (CBAs). The NBA, for example, removed cannabis as a banned sponsorship category after an agreement with the NBA Players Association in the 2023 CBA. In the NFL, however, the league maintains more control over banned sponsorship categories.
Restrictions on sponsorship categories often change over time. For example, the NFL recently relaxed its internal rules that strictly limited what types of alcohol brands athletes and teams could partner with. These changes to limitations may follow the evolving legality of the sponsorship category at issue. For example, as cannabis and sports betting have started to become legalised throughout the United States, professional leagues have started to allow teams and athletes to enter into endorsement contracts with brands within these categories.
Teams and players may also be restricted from certain sponsorship agreements based on an exclusivity restriction. If a team grants sponsorship exclusivity to a certain brand, their contractual arrangement often makes that brand the only company in a given industry allowed to partner with the team (eg, the exclusive car sponsor of a team). One challenge leagues, teams and athletes face is how to navigate competing sponsorships, where, for example, a team has an exclusive sponsorship with one brand while the relevant league or association enters into an agreement with a competing brand. In this situation, the team will generally not be considered in violation of their exclusivity arrangement with the brand in question, unless the contract stipulates exclusivity across team and league layers.
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I'm not quite sure how this isn't known. Leagues can simply lay out that certain deals are off-limits. Leagues can negotiate limits ... for teams, and for players ... the latter via collective bargaining. Teams could negotiate individual limits with players, if they wanted.
This is likely to come more into play as part of the process of revenue-sharing and acknowledgement of the employer/employee relationship within college athletics. There will be concessions negotiated and these collectives will be limited or restricted in some fashion.
Give it time ... this is the destructive phase of the former model, and the emergence of the seeds of a new model ... so there's currently chaos. The next iteration of the new model will come into focus in fits and spurts. But unless there's another shockwave that disrupts what's forming, there will be some wrangling of the NIL process within the new framework.