For marketers, endorsements offer many opportunities to create authentic connections between fans and athletes.
Now, its a level playing field and athletes are making smart moves.
Clark says they are not only a game-changer, but a life-changer.
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Many of these partnerships permit marketers to use school branding, typically arranged through multi-media rights management firms.
Take the partnership between Philadelphia-based Ardent Credit Union and Villanova Universitys athletics program.
