WASHINGTON, D.C. – The Major League Soccer Players Association and REP Worldwide Tuesday announced that they have signed an agreement to have REP Worldwide serve as the exclusive partner and strategic advisor for MLS players’ group licensing rights.
The MLSPA represents all current players in Major League Soccer. Those players have assigned to the MLSPA the right to license the players’ group licensing rights (including a group of players’ names, images, likenesses and other player-owned intellectual property) to third-party manufacturers and service providers.
Under the new agreement, REP Worldwide will provide extensive resources and expert representation to MLS players and the MLSPA to grow robust and sustainable group licensing and player marketing programs designed to maximize the value of players’ group licensing rights.
“As players, we know the importance of making the most of our opportunities both on and off the field,” Toronto FC forward Jozy Altidore said. “Our partnership with REP Worldwide will allow us to broaden our reach, develop new commercial relationships and take more ownership in building our individual and collective brand.”
Launched in 2017 by the NFL Players Association’s licensing and marketing arm, NFL Players Inc., the U.S. Women’s National Team Players Association and the Women’s National Basketball Players Association, REP Worldwide (Representing Every Player) is a licensing representation business offering licensing and brand management services to athlete-driven sports properties. As part of the agreement, REP Worldwide will structure and manage MLSPA licensing partnerships across categories including digital, apparel, hardlines and experiential.
“This agreement signifies an important turning point in the licensing and marketing of commercial opportunities for all MLS players,” MLSPA executive director Bob Foose said. “The REP Worldwide team brings invaluable experience, knowledge, and relationships for us to build upon. We’re very excited to get to work.”
Added REP Worldwide president Steve Scebelo: “We are excited for MLS Players as they chart a new course of growth for their group licensing program, and thank them for placing their trust in REP Worldwide. These world-class players are driving the popularity of the game in North America, and they can now take a greater part in this success through a thriving and extended licensed merchandise program.”
MLSPA members join REP Worldwide alongside the U.S. Women’s National Team Players Association, the Women’s National Basketball Players Association and the U.S. Rugby Players Association.