ABSTRACT
Unlike a business that produces machinery or apparel, a league, team owner, college, or individual athlete does not need an engineering plant, heavy equipment, or a fleet of trucks to manufacture or transport its product. Instead, the leagues, teams, athletes, colleges, conferences, and independent tournaments possess rights to “intangible” property-the trademarked names, logo designs, and general rights to license and reproduce those items for merchandising purposes. Over the last quarter-century, the marketing and sale of the team names, designs, uniforms, and player images have constituted a lucrative revenue base.
