Marketing

MLSPA and REP Worldwide Teaming Up to Promote MLS Players

Jun 04, 2019 | 05:14 am

UPDATED Jun 04, 2019 | 11:47 am

May 29, 2019; Kansas City, KS, USA; LA Galaxy forward Zlatan Ibrahimovic (9) is congratulated by teammates after scoring against Sporting Kansas City during the second half at Children’s Mercy Park. Mandatory Credit: Jay Biggerstaff-USA TODAY Sports

The Major League Soccer Players Association has taken back control of the MLS players’ group licensing rights from the league, according to industry sources, signing a new agreement with REP Worldwide to serve as the exclusive partner and strategic advisor for those rights.

The PA had reclaimed those group licensing rights in the league’s first CBA in 2004, but had since licensed them back directly to the league. In the past, MLS has marketed the rights for both the league and the PA, with proceeds of licensing deals split on a percentage basis that varied by category. Now – the PA will take a more direct management in the marketing and administration of those rights, with REP Worldwide as its exclusive partner and advisor.

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REP Worldwide – an acronym for Representing Every Player – was launched in 2017 as a first-of-its-kind group licensing representation business offering licensing and brand management services to athlete-driven sports properties. The NFLPA is the majority shareholder of the company, working in collaboration with its founding partners the U.S. Women’s National Team Players Association (USWNTPA) and the Women’s National Basketball Players Association (WNBPA).

This new partnership will see REP Worldwide structure and manage MLSPA licensing partnerships on behalf of the MLS player pool across categories that include digital, apparel, experiential and hard goods, which typically includes things like toys and sports equipment. those MLS group licensing rights cover instances where four or more players appear on a single product or within a brand or product line. That can include the usage of their names, numbers and likenesses, but not team names or logos – rights held by the league.

The aim for the MLSPA is that this new arrangement will not only open new revenue for the MLS player pool, but also serve as a brand builder for all of the players, collectively and individually.

All of the other player associations in the major North American professional sports have control over their group licensing rights, with the NBPA being the last to do so in 2017.