Patrocinio de marcas y los Derechos de Imagen: qué está cambiando en el deporte universitario de Estados Unidos y el caso de Messi
This study delves into how brand sponsorship and image rights are reshaping the sports industry, with a particular focus on Lionel Messi’s role in Inter Miami of the MLS. It examines the growing economic importance of image rights and the influence of legislative measures such as the Pelé Law and th...
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2025 |
| País: | Perú |
| Institución: | Pontificia Universidad Católica del Perú |
| Repositorio: | PUCP-Institucional |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.pucp.edu.pe:20.500.14657/203790 |
| Acceso en línea: | https://revistas.pucp.edu.pe/index.php/actualidadmercantil/article/view/30901/27410 http://hdl.handle.net/20.500.14657/203790 |
| Access Level: | acceso abierto |
| Palabra clave: | Image rights Brand sponsorship Lionel Messi College sports NIL Social media Pelé Law NCAA Derechos de imagen Patrocinio de marcas Deporte universitario Redes sociales Ley Pelé https://purl.org/pe-repo/ocde/ford#5.05.00 |
| Sumario: | This study delves into how brand sponsorship and image rights are reshaping the sports industry, with a particular focus on Lionel Messi’s role in Inter Miami of the MLS. It examines the growing economic importance of image rights and the influence of legislative measures such as the Pelé Law and the NCAA v. Alston case on athletes’ image rights. Furthermore, it highlights the impact of NIL laws in U.S. college sports and the role of social media in athletes’ image monetization. |
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