Revenues from media broadcasting rights, ratings, advertising and other forms of fan engagement help generate the income to pay players and managers, improve venues, and recruit new talent. This whole infrastructure is based on the copyright and trademarks that are assigned to the entity. Now that the laws are changing with respect to digital rights and sovereign identity, individual athletes will be assuming greater and greater control over their name, image and likeness. The legal uncertainties will have bearing on how contracts are constructed and negotiated moving forward. The Sports-ISAO can help league and team owners to navigate this new territory.