NBA Stars Declare Self Marketing
During the NBA All-Star weekend which was hosted in New
Orleans for the 2016-2017 season, an estimate of 100 NBA stars came together to
discuss wanting to self-promote themselves and represent their own image when
it comes to marketing and profit. The basketball league has overall control and
say when it comes to merchandise, video games, player’s footage, and other
image products. As a result, the association “operates a $160 million a year
licensing business,” this is more than twice as much than what the athlete
itself makes as an income.
Michele Roberts, executive director, wanted to resolve
this issue and made negotiations for “a new collective bargaining agreement.”
Just like the NBA players are able to make their own endorsements on products,
like shoes for example. Roberts wants to make sure they are getting those same
rights so they can personally brand themselves in the future and possibly make
a brand out of their name.
This would affect the production of bobble heads, trading
cards, jerseys, and other merchandise mainly in the difficulty of getting
permission to create these items. Now they not only have to go to the league to
use their NBA trademark and names but to the athlete as well so they can be
able to approve the image of what is being sold.
Natalie Torres
MKTG 3343
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