MLB Players, Inc., the marketing arm of the Major League Baseball Players Association (MLBPA), announced that it has entered into an exclusive, multi-year licensing agreement with Major League Alumni Marketing (MLAM).
MLAM, the for-profit affiliate of the Major League Baseball Players Alumni Association (MLBPAA), is responsible for finding business opportunities for retired MLB players.
The agreement gives MLB Players, Inc. the exclusive right to market, promote and license the names, images and likenesses of former MLB players to potential new partners. “Our goal has always been to identify the best business opportunities for current players,” MLB Players, Inc. General Manager Evan Kaplan said in a statement.
“This agreement will allow us to continue this type of collaboration once a player leaves the baseball field. I’m excited to work alongside Major League Alumni Marketing to continue championing current and former players.
MLAM will work with MLB Players, Inc. to commercialize legacy MLB Player Group rights, with a focus on developing digital gaming opportunities. Emphasis will also be placed on the consumer goods landscape of apparel and durable goods.
“We are extremely excited to be working with MLB Players, Inc. to provide our members with the opportunity to increase their sponsorship and sponsorship opportunities,” said MLBPAA General Manager Dan Foster. “Joining forces through Major League Alumni Marketing is a win for our members and an important milestone for the organization.
MLAM has nearly 6,000 members, including Jeff Bagwell, Will Clark, Andre Dawson, Goose Gossage, Torii Hunter, Edgar Martinez, and Brooks Robinson, among others.
MLB reaches agreement with Minor League Baseball players
Earlier this month, MLB reached a preliminary settlement in the class action lawsuit brought by three Minor League players in 2014.
The terms of the settlement were not immediately disclosed in documents filed in the case, but a report suggested the parties were discussing a possible payment in the range of $200 million in recent weeks.
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