Sedgwick LLP Publications


As a Pro, You Created a Brand; Now, Protect It!

Access Athletes

July 2011
By: Kanika Corley

In these times of multiple threats of league lockouts and increasing salary caps, many athletes are finding themselves searching for alternative revenue streams. Even pros whose sports continue to keep them working are steadily looking to supplement income, primarily through business deals based exclusively on name recognition. As a result, brand protection is of increasing and paramount importance. Once an athlete steps into the business sector, that athlete must remain cognizant of the public’s perception of his or her image. Thinking of oneself as a brand has been a widely covered topic of late. While many understand the need for brand protection theoretically from a PR perspective, many fail to see it practically from a legal perspective.
Read the full article at the Access Athletes website.

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Corley, Kanika D.

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