Jessica Motaung breaks down Chiefs image rights approach

The subject remains a complex one within the Premier Soccer League — even more so for a brand as commercially influential as Amakhosi.

Motaung says Chiefs have adopted a tailored approach that ensures the club and its players benefit fairly from the business attached to their partnership.

"Its a complex space, and one that is evolving and growing, and something that even SARS is looking at because its a revenue driver for brands as well as players themselves.

"We take the image of a player, which is his likeness, his nickname, and all of that, and we pay them a fee for them to be able to use it as a brand and derive commercial return. The player has to be available for appearances, activities, or we may use their photos."

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Motaung adds that the conversation with players is never about Chiefs getting their way in these types of deals.

Players have an obligation to disclose endorsement deals when approached or are keen to collaborate on, Motaung explained.

"They are required to share some of those contracts with us to see if there is no conflict. It's also an educational process, as we have a lot of young players coming out of development who are now excited and wanting to expand their personal brand for the first time.

"There is a lot of ambush happening, so there is a need to monitor our players in this regard."

She is adamant Chiefs do not want their players caught on the wrong side of the law.

"Image rights are taxed, and the government is very much aware that it is a key component of the sporting space. The commercialisation of sport and the players has become very big and we have to be deliberate in how we deal with it."