In sport, the badge has always been a powerful symbol. Wearing a Lakers jersey or playing under the NBA banner instantly lends credibility and heritage.

Take Anthony Joshua, the heavyweight boxer. He once explained how young boxers struggle to build personal brands without the credibility of a team or league. Unlike a footballer debuting for Manchester United, who instantly inherits the club’s storied history, a boxer relies solely on their individual success—something that might take years to achieve. This dynamic reveals an enduring truth: teams and leagues still provide the platform that elevates athletes to prominence.

Despite the rise of player-centric models, the badge isn’t going away.

Products that combine athlete and team rights—known as dual licensing—currently outperform those that focus solely on one. Video games like Madden and EA FC, for instance, leverage both the emotional resonance of players and the heritage of teams and leagues. The combination creates a richer, more valuable experience for fans.

But, in today’s world, there’s room for experimentation.

EA Sports’ Ultimate Team, for example, generates millions in revenue by letting players build fantasy teams using individual athlete licences, entirely separate from team or league affiliations. This model prioritises the individual athlete’s value and has become the dominant revenue stream in the game.

According to Statista, almost half of the $4.46 billion net revenue that EA generates from extra content sales is driven by the Ultimate Team mode in its sports games.

Single-licensed products, which use only player rights, are growing, too. Miniclip’s NFL player-focused manager game demonstrates the opportunity for hyper-targeted experiences.

This isn’t an entirely new idea. I grew up playing Brian Lara Cricket, a game built around one star name, with the rest of the roster hilariously misspelled.

So why is it interesting now? Well, what makes single-licensed products relevant today are the shifts in technology, culture, and regulation reshaping how fans engage with sports and athletes.

In the Brian Lara Cricket era, there were no Instagram stories, TikToks, or YouTube channels for fans to connect directly with the title star. Today, athletes are their own broadcasters, cultivating millions-strong followings that rival traditional media platforms. A single-licensed product now doesn’t just market itself—it taps into the athlete’s direct line to their fans. Social media also allows fans to feel personally connected to athletes, making them more likely to support ventures centred around their favourite stars.

Recognising these shifts, OneTeam Partners was established in 2019 as a joint venture between the NFL Players Association (NFLPA), Major League Baseball Players Association (MLBPA), and RedBird Capital.

The timing was strategic, aiming to harness the growing influence of individual athletes while maintaining the value of team and league affiliations.

OneTeam Partners serves as a unified commercial platform, facilitating collaboration between players' associations and commercial entities to maximise the collective value of athletes' rights through group licensing, marketing, and media ventures.

As Ashwin Desai, their SVP of Games & Experiences, noted on the Sports Pundit Podcast:

Athlete-first fandom is indeed growing. Social media and content platforms have made following players easier than ever, allowing fans to stay loyal as athletes move teams—or even sports. This shift aligns perfectly with single-licensed products, which cater to fans who care more about the individual than the team. The growing popularity of Ultimate Team mentioned above demonstrates just that.

Advances in technology have further expanded what single-licensed products can offer. Mobile gaming has become the dominant format for casual sports gaming, with Desai citing products like Football Master as proof that player-only licensing can work on a global scale. Beyond gaming, industries like virtual meet-and-greets and athlete-branded e-commerce are all leveraging individual athletes’ brands while sidestepping the complexity (and cost) of team or league licensing.

Modern fans expect personalisation. Social media, fantasy sports, and on-demand content have conditioned audiences to engage with sport on their own terms. Single-licensed products fit perfectly into this landscape, providing hyper-targeted experiences that resonate with today’s fans.

As Desai explained:

That said, single-licensed products aren’t a replacement for team- and league-affiliated experiences. The badge still matters. But as athlete influence grows, single-licensed products offer an increasingly exciting complement—a way to explore new formats, reach underserved audiences, and unlock the full potential of athlete-first fandom.

For rights holders, the key is to embrace these narrative shifts.

Instead of viewing athlete mobility as a threat, they should use it as a catalyst for engagement. When athletes move teams, they create fresh storylines that keep fans invested.

Teams and leagues need to work more closely with athletes, viewing them not just as players but as partners with their own brands and audiences. Flexibility and collaboration—such as co-branded campaigns or shared storytelling—will be crucial to maximising this potential.

Ultimately, the badge and the athlete are not competitors. They are partners in shaping the next era of sports fandom.

By embracing this balance, the sports industry can create opportunities that benefit athletes, teams, leagues, and fans alike. The challenge isn’t choosing between the badge or the brand—it’s learning to thrive with both.