Law, Business, and Society 9th Edition by Tony McAdams

Exercise 26

Adidas provides cash, sporting goods, and the like to universities in exchange for various promotional rights, including the team's or coach's agreement to wear Adidas clothing in athletic activities. National Collegiate Athletic Association (NCAA) rules limit the amount of advertising that may appear on a uniform being used in competition. Adidas sued the NCAA claiming, among other things, that the advertising restrictions constitute an attempted monopoly by the NCAA. In pursuing its monopoly claim, Adidas defined the relevant market as "the market for the sale of NCAA Promotional Rights." The NCAA responded by saying that a market consisting solely of the sale of promotional rights by NCAA member institutions (colleges and universities) on athletic apparel used in intercollegiate activity is not a plausible relevant market.
a. Define the relevant product market from the NCAA point of view.
b. How would the court decide where the product market actually lies See Adidas America, Inc v. NCAA, 64 F. Supp. 2d 1097 (1999).