The National Basketball Players Association (NBPA) and its for-profit arm THINK450 has partnered with Opendorse in an effort to help NBA players and brands with maximizing name, image and likeness value. The intention of the deal is to make collaboration and paid opportunities easier and more regular for professional athletes in the NBA.
Indeed, ease is the focus of the partnership. The hope is that brands will more easily identify the best players to partner with and better understand the proper value that each player presents. Additionally, tapped players will be able to publish approved endorsed content with the tap of a button.
“It’s exciting to see the NBPA take the next step to help the players and brands work together,” said NBPA member and Brooklyn guard Caris LeVert. “As NBA players, we are always juggling different obligations and having a tool like Opendorse to streamline the process of working with brand partners makes our lives that much easier.”
Separately, Opendorse is trying to get its foot in the door to help college athletes exploit name, image and likeness rights as either the NCAA changes its rules in 2021 or states, like Florida, alter their laws to afford college athletes with such rights of publicity. The company recently highlighted what its platform can deliver by focusing on the earning potential of Nebraska Volleyball college athletes, proving that not only superstar athletes have the potential to capitalize off their names, images and likenesses. Essentially, Opendorse takes social media data, crunches the numbers and provides an analysis for brands, as well as athletes, to use in negotiating endorsement opportunities.