Which party typically holds the broadcast rights in licensing deals for sports, and what other rights are commonly bundled?

• A. Broadcasters; sponsors and merchandise rights are also included
• B. Only players hold the broadcasting rights
• C. Event venues hold all broadcasting rights exclusively
• D. Fans obtain the broadcasting rights directly from leagues

Answer: (A)

Broadcast rights are typically part of a bundled rights package in sports licensing. The entity that secures the rights to broadcast an event—often the broadcaster in the deal—receives the license to transmit the games, while the same agreement commonly includes sponsorship activation rights and merchandising rights. This combination lets the rights holder monetize exposure across media, brand partnerships, and product licensing all within one deal, maximizing value for everyone involved. In other words, you usually see broadcasters holding the broadcasting license, and sponsorship and merchandise rights bundled alongside it to create a comprehensive, revenue-generating package.