Endorsements NBA Players Sports Business

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 Heitner created Sports Agent Blog as a New Year's Resolution on December 31, 2005. Originally titled, "I Want To Be A Sports Agent," the website was founded with the intention of causing Heitner to learn more about the profession that he wanted to join, meet reputable individuals in the space and force himself to stay on top of the latest news and trends.

Heitner now runs Heitner Legal, P.L.L.C., which is a law firm with many practice areas, including sports law and contract law. Heitner has represented numerous athletes and sports agents as legal counsel. He has also served as an Adjunct Professor at Indiana University Bloomington from 2011-2014, where he created and taught a course titled, Sport Agency Management, which included subjects ranging from NCAA regulations to athlete agent certification and the rules governing the profession. Heitner serves as an Adjunct Professor at the University of Florida Levin College of Law, where he teaches a Sports Law class that includes case law surrounding athlete agents and the NCAA rules.