Sport Law The purpose of a digital marketer for an organization such as the Atlanta Braves is to bring the excitement and thrill of being at a Braves games from the videos, game stats, and promotional opportunities to the designated digital space for the Braves and their fans to enjoy. Digital marketing allows the organization the ability to create, engage, and market to fans and partners with fun and eye-catching content. Nevertheless, when creating and disseminating content to millions of people through different platforms, there are risks that are associated. These risks and concerns includes employee misconduct on social media, publicity rights, and trademark or copyright infringement for the league. Due to the potential risks, when creating …show more content…
Even though digital spaces have their benefits for organizations and leagues, they can cause conflict and chaos if they are not used appropriately. For instance, as a potential new employee working inside the Atlanta Braves digital marketing department, it is perceived through management and the executives that most, if not all, employees have personal social media account(s). Therefore, with social media being a platform where people discuss their personal and business information (Hutchins & Rowe,) , the MLB has decided to incorporate an employment agreement (Galloway, 2015) with rules that must be abided by the employee to protect the league and the individual organization (Kishner & Crescenti, 2010) from any misconduct by an employee; if any misconduct happens, then the employee will be held accountable. Even though, under the first amendment individuals have the constitutional right to openly express their views, thoughts, and belief how they deem appropriate (Alces & See,), the league and any of its 30 clubs have the right to protect its “public persona” (Alces & See,, p.298) from deformation and misperception. As precaution, the league implemented the social media policy, which …show more content…
Posting opinions about the MLB or the Braves club that includes images or stats could be tempting to market on a personal website. However, without the consent of the League commissioner, no information should be posted on a personal digital entity due to strict trademark and licensing statues placed on MLB property by the league office. The commissioner and the league understand that their brand can be affected if it is not represented in the right manner, especially from employees. Therefore, these rules have been put in place and action to protect the league and the employees from any negative press and