The AFL today confirmed that, as part of an investigation and legal action against a sports company using AFL intellectual property, the Commission endorsed action to tighten up the unlicensed memorabilia market across the AFL industry.
The AFL Commission yesterday endorsed a resolution which includes some fines being imposed on a number of players involved in the unlicensed memorabilia market, as well as new guidelines and protections regarding the signing of items via the players' Collective Bargaining Agreement.
The Commission was briefed yesterday on the outcome of an extensive AFL investigation which led to recent Supreme Court action and an out of court settlement with a company, Hard On Sports Pty Ltd, involved in the wide scale production and sale of unauthorised AFL memorabilia.
The Commission accepted the AFLPA’s submission to address player involvement in the unlicensed memorabilia market.
The resolution came about due to a number of players and the AFLPA approaching and working with the AFL to identify sustainable ways for the AFL and AFLPA to collaboratively promote the licensed memorabilia program and limit the impact of the unlicensed memorabilia market.
The submission, negotiated by the AFLPA and the AFL, results in a number of players making a financial contribution to a new fund designed to revitalize the licensed memorabilia market, and changes to the CBA to better protect both AFL and player intellectual property rights.
Mr Darren Birch, General Manager Commercial Operations, said that the unlicensed memorabilia market had been a long-term problem for the AFL.
“The regulation of AFL intellectual property through our license arrangement is an area we have sought to improve over the last 4-5 years,” Mr. Birch said.
“Not only is unlicensed memorabilia often of a poor quality, but its sale diverts funds away from investment back in the game,” Mr Birch said.
“By doing this we will restore the confidence of consumers that their investment in AFL memorabilia will be distributed to the club they support and into game development programs, thereby supporting Australia’s Game rather than unlicensed operators,” Mr. Birch said.
The AFL and the AFL Players’ Association will now work together to improve and expand the AFL/AFLPA memorabilia program, including developing an improved commercial model and product range that better services more market segments.
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Patrick Keane
