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Who should be given the right to control the production and sale of team t-shirts, sweat-shirts, coffee mugs, etc. with the team logo on them?

Who should be given the right to control the production and sale of team t-shirts, sweat-shirts, coffee mugs, etc. with the team logo on them? Does your answer change depending on whether the items belong to a small college soccer team, a large university basketball team, or a professional football team

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