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It's very fuzzy. For example, my law firm is going sponsor a player or two - they have to wear a shirt w/ the law firm name and put stuff out on IG or twitter a couple times a week, wear our firm T-shirts/hats a certain amount of hours a week, etc. The firm expenses it as a marketing cost.

The franchisor - ATT is massive. The Gold’s Gym of MMA.

American Top Team’s Lambert giving $540k per year to the team - $500 per month to each player. Biggest deal in college football so far.