Sports Licensing Heats Up, Business and Industry Trends Analysis

In late 2019, The National Football League Players Association, the Major League Baseball Players Association and RedBird Capital Partners LLC founded OneTeam Partners to manage the portrayal of player names, images and likenesses.  OneTeam not only helps players market themselves, but also invests revenue generated by that marketing into new business ventures.  The players associations make about $120 million in combined annual revenue from licensing deals with videogame publishers and trading card companies.  RedBird made an initial investment of $125 million in OneTeam and owns about a 40% stake in the firm.  The players associations own the remaining 60%.

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