Page 9 - ETA Team 2015 Year In Review Brochure

ENTERTAINMENT, TECHNOLOGY AND ADVERTISING
Sports
Sheppard Mullin’s Sports Team handled many complex sports-related transactions, including sports marketing agreements; sponsorship agreements; naming rights agreements; ambush marketing initiatives; and athlete endorsement agreements. A sampling of projects we handled in 2015 includes:
• Represented Samsung Telecommunications America in finalizing its far-reaching, multi-year Sponsorship and Content Distribution Agreement with the NBA making Samsung the official handset, tablet, and TV provider for the NBA, Team USA, the WNBA and the NBA D-League. This deal was reported on by every major news organization and has been publicly valued at $100,000,000 over three years and has been heralded with headlines like the following: “Samsung Bought Almost Every Screen Anywhere Near an NBA Game”, “NBA Inks $100M Deal With Samsung”, “Partnership Between Samsung and the NBA Could be a Game Changer” and “Samsung Scores Big with NBA Deal”.
• Represented Dentsu Inc., and its wholly-owned subsidiary, Dentsu Sports LLC, in the acquisition of a minority ownership position in Athletes First, LLC, a sports management company that represents about ten percent of the players in the NFL.
• Represented Target Corporation in negotiating its league-level Agreement with Major League Baseball Properties (MLB) and Major League Baseball Advanced Media (MLBAM) tied to all MLB jewel events, but in particular the 2014 MLB All Star Game at Target Field in Minneapolis, MN.
•Represented Global Sports Development Foundation, a non-profit organization that supports athletes around the world, in connection with the production and release of a short documentary feature focusing on the memorial dedicated to those athletes and police who lost their lives at the 1972 Munich Olympic Games.
• Provided intellectual property work to The Player’s Tribune, Inc., a new media platform founded by former Yankee great Derek Jeter that presents a medium for the direct reflections and experiences of professional athletes.
• Represented Fox Cable Networks Group in all of its promotional campaigns tied to Fox’s regional sports networks. We also represented Fox Sports in all of its fantasy sports initiatives, including deals with daily fantasy sites DraftKings.com, ThrowDownFantasy.com, and DraftStreet.com and in analyzing whether various reality television show productions involving competition models comply with federal and state anti-lottery and anti-gambling laws.
2015 Year in Review
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