MLB Players, Inc. the business arm of the Major League Baseball Players Association (MLBPA), announced it has reached an exclusive, multi-year licensing agreement with Major League Alumni Marketing (MLAM).
MLAM, the for-profit subsidiary 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. managing director 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 advocating for current and former players.”
MLAM will work with MLB Players, Inc. to market former MLB Player group rights, with a primary focus on developing digital gaming opportunities. There will also be an emphasis on the apparel and hard goods consumer products landscape.
“We are extremely excited to work with MLB Players, Inc. to provide our members with the opportunities to increase their sponsorship and endorsement opportunities, MLBPAA chief executive officer Dan Foster said. “Joining forces through Major League Alumni Marketing is a win for our members and a 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 settlement with Minor League Baseball players
Earlier this month MLB reached a preliminary settlement in the class action lawsuit filed by three Minor League players in 2014.
Terms of the settlement were not immediately disclosed in filings submitted in the case, but one report suggested the sides were discussing a possible payment in the $200 million range in recent weeks.
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