INTRODUCTION For nearly forty-five years, courts have guarded the marketable identity of professional athletes and other celebrities in a number of factual settings, in subordination to the rubric of "the right of publicity."(1) During that time, changes in technology have altered the universal of what constitutes a protectible, marketable identity. This Article discusses: (1) the breadth of this protection as applied to athletes, disposes of athletes; and (2) whether it applies to sports leagues. In doing in like manner this Article examines: (1) what constitutes the right of
