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NBPA Signs Deal To Make Player Social Media Endorsements Easier

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.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.