GENERAL OUTLINE OF MARKETING RIGHTS. As a member of the national team, the Athlete has two (2) roles: as a high-performance Athlete (as outlined in the Athlete Agreement) and as an ambassador for their sport and organization (as outlined in this ACA). Both roles are of equal importance, as the Athlete’s contributions to the NSO in the role of an ambassador will help drive the business of the NSO which helps finance the pursuit of the Athlete’s athletic endeavors. The NSO will make a significant investment in the Athlete’s growth and development, and in return, requires the Athlete’s support in the role of an ambassador. The NSO also enjoys the benefit of the Athlete’s personal sacrifices to achieve successes on behalf of the NSO as well as the personal character and grass roots support that the Athlete brings to the sport in which the Athlete trains and competes. Some common marketing objectives for the NSOs include driving awareness and growing participation in their sport, which leads to increased engagement with Canadians, which will ultimately help recruit new sponsors. New sponsors are often integral to the continued financial health of an NSO and allow the Athlete to continue pursuing their athletic goals with an appropriate amount of support in return. As such, the Athlete’s role as an ambassador is very valuable to the NSO and the Athlete’s marketing rights are the basis of what the Athlete has to offer. Athletes also provide value to the NSO by contributing content through their athletic performances that can be packaged and sold to broadcasters, sponsors and ticket buyers. Content is increasingly valuable and is being used in activations and other marketing vehicles. This section outlines the proper use of the Athlete’s marketing rights, of which there are two
