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NFL and MLB Players Team Up to Start Jock Marketing Venture

  • OneTeam Partners will promote athletes’ name and likeness
  • The new business is backed by investment firm RedBird Capital
Electronic Arts Inc. Event Ahead Of 2018 E3 Electronic Entertainment Expo
Photographer: Patrick T. Fallon/Bloomberg
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The unions that represent NFL and MLB players are starting a company designed to help athletes in all sports capitalize on the value of their name, image and likeness, especially in the burgeoning market for video games.

The new company -- named OneTeam Partners -- is backed by private equity firm RedBird Capital, said the firm’s founder, Gerry Cardinale.