Sports in the United States has transformed from a simple backyard game into a $150 billion industry. As a result of this transformation, athletes have evolved from mere players to business investments. Aside from developing the technical prowess of star athletes on the field, sports teams also cultivate these athletes’ likenesses, personas and brands off the field. Branding athletes, particularly those athletes who become the face of the franchise, can reap lucrative rewards for the team. Branding develops instant recognition between fans, athletes and their teams. This strong connection of the athlete with his brand and team makes his likeness a valuable marketing tool for third party marketers looking to capitalize on the ever-growing sports industry. Accordingly, many companies, especially videogame producers, use prominent athletes to help promote their products. Within their sports games, these companies simulate the physical attributes, movements and persona of star quarterbacks, wide receivers, goalies and more to create as realistic a gaming experience as possible. While many of these athletes are compensated for the use of their image in the games, many others are not. Recently, several former college and professional athletes have filed lawsuits against these game companies and other advertisers under the Lanham Act for incorporating their likenesses into games and marketing campaigns without compensating or receiving consent from the athletes before doing so. Click here to read the full article.