The project of centralized sale of rights, such as the uniforms of the MX League teams, opens a new front that regulates, the sponsorships visible on the beach
The pandemic affected the finances of the First Division teams and in the face of this situation, the president of the MX League, Mikel Arriola, recognized ESPN that one of the proposals they analyze is that a single brand seen in all teams and thus ensure a greater amount of income in each of the 18 clubs. This situation will have to open the regulation that could benefit or affect each squad.
Francesc Sant Josep, Professor of Sports Marketing at the School of Sports Sciences at Anáhuac University, pointed out ESPN Digital that in principle the idea can benefit each of the teams, as they will all be receiving an equitable percentage, but they should first settle the trade agreements that exist between the different brands of clothing they wear in each of the institutions.
“This is a charitable agreement. The agreements have different validity and there are agreements that end or if there are agreements in force and see a little in the financial. It is a complicated legal issue, but there is possibility and the sum of all will generate more money of what they can get through brands, ”he explained.
For the specialist, the main drawback is between the clubs that sell more beach every year and for that they must have a bonus that generates more resources in relation to the clubs that have fewer fans in a centralized sale of rights , in this case of the uniforms.
“What is usually done is to divide everything into two parts. One hundred percent for t-shirt sales is divided into two. A percentage that is fixed for everyone. For example, 70 percent is shared among all, but the other 30 percent may be variable. Depending on the number of shirts sold, number of fans and other factors is distributed. Those who sell more earn more than the rest of the percentage and those who sell less, because they get fewer variables. The fixed part makes it fair. The ones who contribute the most to the business are the ones who receive the most, “he said.
Another aspect that generates controversy during each tournament is the number of sponsors that each club exhibits on the jersey fabric. While Leon counts in his jersey to nine sponsors, Chivas has five. This could lead to a conflict with the business partners and in the face of this they must regulate the number of brands that each can have on their uniform.
“In the case of leagues there are regulations and this is like the number of sponsors a team can have on their shirt. With pandemics and economic hardships the leagues took a looser position and have reduced restrictions on sponsorships. MLS released the hose issue, this was due to the fact that due to the pandemic teams can negotiate with certain sponsors, but they are counted, ”he commented.
For example, the NBA only allows one sponsor in the jersey, while NFL uniforms only the brand that makes the uniforms is visible.