Some background. In 2000 the NFL entered into an exclusive deal with Reebok. A smaller apparel company sued on anti trust grounds. And here we are 10 years later. It bears mentioning the NFL won every lower court case. And this Supreme Court case had the other major sport leagues backing the NFL. And sport leagues have lost a good deal of their anti-trust exception.
This ruling could go far beyond merchandising, to television negotiations, cable and satellite deals. And this goes for all sports. More importantly, every team will now be forced to negotiate with merchandise companies, TV stations. I may actually get the red wings back on network TV.