exclusivity

While the statement doesn’t mention exclusivity, LSEG’s broad data offering might still provide an advantage, they add.

"There's no exclusivities. Our primary goal is just really to support them and help them grow – and grow the ecosystem."

Its cachet of extreme exclusivity has not abated over the years, even as Birkin herself slid out of the public eye.

League officials believe the exclusivity of one package would generate more collective revenue than the combination of 30 individual team deals.

Brands are now trying to create queues and that feeling of exclusivity by tempting shoppers with free products, the chance to get their hands on hard to buy stock, and TikTok-worthy experiences.