Gold Medal LLC v. USA Track & Field , 899 F.3d 712 ( 2018 )


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  •                      FOR PUBLICATION
    UNITED STATES COURT OF APPEALS
    FOR THE NINTH CIRCUIT
    GOLD MEDAL LLC, DBA Run Gum,                      No. 16-35488
    Plaintiff-Appellant,
    D.C. No.
    v.                           6:16-cv-00092-
    MC
    USA TRACK & FIELD; UNITED
    STATES OLYMPIC COMMITTEE,
    Defendants-Appellees.                    OPINION
    Appeal from the United States District Court
    for the District of Oregon
    Michael J. McShane, District Judge, Presiding
    Argued and Submitted May 8, 2018
    Portland, Oregon
    Filed August 7, 2018
    Before: Kim McLane Wardlaw*, Johnnie B. Rawlinson,
    and Jacqueline H. Nguyen, Circuit Judges.
    Opinion by Judge Rawlinson;
    Concurrence by Judge Nguyen
    *
    Judge Kim McLane Wardlaw was drawn to replace Judge Marvin
    Garbis, who retired after oral argument but before this opinion was
    published. Judge Wardlaw has read the briefs, reviewed the record, and
    listened to oral argument.
    2         GOLD MEDAL LLC V. USA TRACK & FIELD
    SUMMARY**
    Antitrust
    The panel affirmed the district court’s dismissal of a
    complaint alleging that USA Track & Field and the United
    States Olympics Committee engaged in an anticompetitive
    conspiracy in violation of antitrust law by imposing
    advertising restrictions during the Olympic Trials for track
    and field athletes.
    Following the analysis of the Tenth and Eleventh Circuits,
    and distinguishing a decision of the Fifth Circuit, the panel
    held that the Olympics Committee and USATF were entitled
    to implied antitrust immunity on the basis that their
    advertising restrictions were integral to performance of their
    duties under the Ted Stevens Olympic and Amateur Sports
    Act.
    Concurring in the result, Judge Nguyen disagreed with the
    majority’s conclusion that the defendants were immune from
    the antitrust claim alleged in the complaint. Judge Nguyen
    wrote that the complaint nevertheless failed to state a claim
    under § 1 of the Sherman Act because, even if the plaintiff
    could allege a plausible conspiracy and a viable product
    market, it did not allege that the defendants received any
    economic benefit.
    **
    This summary constitutes no part of the opinion of the court. It has
    been prepared by court staff for the convenience of the reader.
    GOLD MEDAL LLC V. USA TRACK & FIELD                3
    COUNSEL
    Sathya S. Gosselin (argued), Swathi Bojedla, and Michael D.
    Hausfeld, Hausfeld LLP, Washington, D.C.; Timothy P.
    Landis, Timothy Landis P.C., Portland, Oregon; for Plaintiff-
    Appellant.
    Derek Ludwin (argued) and Philip J. Levitz, Covington &
    Burling LLP, Washington, D.C.; Bruce L. Campbell, Miller
    Nash Graham & Dunn LLP, Portland, Oregon; Douglas N.
    Masters and Emily Stone, Loeb & Loeb LLP, Chicago,
    Illinois; Nathan J. Muyskens, Loeb & Loeb LLP,
    Washington, D.C.; Robert E. Sabido, Cosgrave Vergeer
    Kester LLP, Portland, Oregon; for Defendants-Appellees.
    OPINION
    RAWLINSON, Circuit Judge:
    Appellant Gold Medal LLC d/b/a Run Gum (Run Gum)
    appeals the district court’s order dismissing its complaint.
    Run Gum alleged that Appellees USA Track & Field
    (USATF) and the United States Olympic Committee
    (Olympic Committee) engaged in an anticompetitive
    conspiracy in violation of antitrust law by imposing
    advertising restrictions during the Olympic Trials for track
    and field athletes. According to Run Gum, the district court
    erroneously determined that the Olympic Committee and
    USATF should be afforded implied antitrust immunity on the
    basis that their advertising restrictions were integral to
    performance of their duties under the Ted Stevens Olympic
    and Amateur Sports Act (ASA). See JES Props., Inc. v. USA
    Equestrian, Inc., 
    458 F.3d 1224
    , 1226 (describing the ASA)
    4       GOLD MEDAL LLC V. USA TRACK & FIELD
    (Alarcon, C.J., authoring judge). Reviewing de novo, we
    affirm the judgment of the district court.
    I. BACKGROUND
    This appeal involves the statutory framework devised by
    Congress in support of the mission of national sports
    governing bodies to promote and finance the participation of
    American athletes in “international amateur athletic
    competition.” 36 U.S.C. § 220503. Under the auspices of the
    ASA, the Olympic Committee exercises exclusive
    jurisdiction over “all matters pertaining to United States
    participation in the Olympic Games, the Paralympic Games,
    and the Pan-American Games, including representation of the
    United States in the games,” and “the organization of the
    Olympic Games, the Paralympic Games, and the Pan-
    American Games when held in the United States.” 
    Id. at §
    220503(3). With respect to amateur athletics, the Olympic
    Committee may “organize, finance, and control the
    representation of the United States in the competitions and
    events of the Olympic Games, the Paralympic Games, and the
    Pan-American Games.” 
    Id. at §
    220505(c)(3). The Olympic
    Committee may also “obtain, directly or by delegation to the
    appropriate national governing body, amateur representation
    for those games.” 
    Id. In its
    complaint, Run Gum, a manufacturer of
    “compressed functional chewing gum” containing “a
    proprietary mix of caffeine, taurine, and b vitamins,” averred
    that USATF, as the national governing body for the sport of
    track and field, “organizes and hosts the Olympic Trials,
    where the greatest track [and] field athletes in the United
    States compete to earn a position on the U.S. Olympic team.”
    Run Gum asserted that “[g]iven the unique nature and
    GOLD MEDAL LLC V. USA TRACK & FIELD                   5
    infrequency of the Olympic Trials, the public interest is
    overwhelming,” with “[i]n-person attendance typically
    exceed[ing] 20,000.”
    Run Gum alleged that, despite its interest in sponsoring
    athletes during the Olympic Trials, it was precluded from
    doing so due to logo and sponsorship restrictions imposed by
    the Olympic Committee and enforced by USATF. According
    to Run Gum, USATF “severely restrict[s] the type of
    individual sponsors that track [and] field athletes can display
    on their athletic apparel at the Olympic Trials, including their
    competition kit, which greatly diminishes sponsorship
    opportunities for the athletes and excludes various would-be
    sponsors.” (internal quotation marks omitted) (emphasis in
    the original).      Run Gum complained that USATF’s
    advertising restrictions provide that “with the exception of
    standard manufacturers’ equipment identification . . . the
    equipment, uniforms, and the bibs/numbers of the
    competitors and officials at the Trials may not bear any
    commercial identification or promotional material of any kind
    (whether commercial or noncommercial).” (alteration and
    footnote reference omitted). Run Gum asserted that the
    USATF regulation nonetheless allows athletes to wear
    apparel containing the logo and names of certain pre-
    approved manufacturers, such as Nike.
    Run Gum maintained that use of pre-approved
    manufacturers “exclude[d] scores of sponsors from the
    marketplace” in violation of Section 1 of the Sherman Act.
    Run Gum posed a single cause of action premised on
    violations of the antitrust laws stemming from the challenged
    advertising restrictions. Run Gum contended that the
    regulation limiting sponsorships of athletes during the
    Olympic Trials was “an anticompetitive horizontal and
    6       GOLD MEDAL LLC V. USA TRACK & FIELD
    vertical agreement among competitors to fix artificially—and
    unlawfully—the number of individual sponsors and the price
    paid to athletes for individual sponsorship.” Run Gum further
    alleged that the advertising and logo restriction was “an
    unlawful group boycott of individual sponsors that do not
    manufacturer [sic] apparel or equipment, which are
    categorically excluded from sponsoring athletes at the
    Olympic Trials.” In addition to damages, Run Gum sought
    to enjoin the Olympic Committee and USATF from
    “preventing Run Gum from sponsoring individual athletes at
    the 2016 Olympic Trials in exchange for sponsor
    identification on clothing at the Olympic Trials.”
    In a published opinion, the district court dismissed Run
    Gum’s action based on implied antitrust immunity under the
    ASA. See Gold Medal LLC v. USA Track & Field, 187 F.
    Supp. 3d 1219, 1222 (D. Or. 2016). While acknowledging
    that grants of implied antitrust immunity are generally
    disfavored, the district court nevertheless concluded that the
    advertising restrictions enabled the Olympic Committee and
    USATF to perform their statutory obligations under the ASA.
    See 
    id. at 1228–30.
    The district court emphasized that “[a]s
    the only nation that does not provide its Olympic team with
    federal funding or subsidies, the United States instead relies
    on the [Olympic Committee] to raise the financial resources
    necessary to organize Team USA and to compete in the
    Olympic Games.” 
    Id. at 1228
    (citation omitted). According
    to the district court, the advertising restrictions “prevent a
    dilution of the Olympic brand,” and “permit the [Olympic
    Committee] and USATF to play a gatekeeping function
    which preserves the exclusivity–and thus value–of the
    Olympic symbols and name.” 
    Id. at 1230.
    Due to the
    importance of the advertising restrictions in advancing the
    Olympic mission, the district court held that the Olympic
    GOLD MEDAL LLC V. USA TRACK & FIELD               7
    Committee and USATF should be afforded implied antitrust
    immunity in enforcing the restrictions that were necessary to
    fulfillment of their statutory duties under the ASA. See 
    id. at 1231–32.
    Run Gum filed a timely notice of appeal.
    II. STANDARDS OF REVIEW
    “We review de novo the district court’s grant of a motion
    to dismiss.” Elmakhzoumi v. Sessions, 
    883 F.3d 1170
    , 1172
    (9th Cir. 2018) (citation omitted).
    “We [also] review de novo . . . the district court’s
    determinations of immunity from antitrust liability.” United
    Nat’l Maintenance, Inc. v. San Diego Convention Ctr., Inc.,
    
    766 F.3d 1002
    , 1006 (9th Cir. 2014) (citation omitted).
    III.      DISCUSSION
    We have recognized that “implied antitrust immunity is
    not favored, and can be justified only by a convincing
    showing of clear repugnancy between the antitrust laws and
    the regulatory system.” Total TV v. Palmer Commc’ns, Inc.,
    
    69 F.3d 298
    , 302 n.6 (9th Cir. 1995) (citation and alteration
    omitted). Although we have not directly addressed implied
    antitrust immunity under the ASA, other circuit courts have
    found the requisite “clear repugnancy” between the ASA and
    antitrust laws. 
    Id. In JES
    Props., Inc. v. USA Equestrian, Inc., 
    458 F.3d 1224
    (11th Cir. 2006), the Eleventh Circuit addressed a rule
    developed by the United States Equestrian Foundation
    (Equestrian Foundation) that imposed a mileage distance for
    8       GOLD MEDAL LLC V. USA TRACK & FIELD
    equestrian competitions. See 
    id. at 1226–27.
    The mileage
    rule generally required that any A-rated equestrian
    competitions on the same date be held a minimum of
    250 miles apart. The Eleventh Circuit discerned the
    following two purposes for the rule: 1) “to concentrate elite
    riders into fewer competitions in order to yield the most
    competitive international equestrian team possible,” and
    2) “to promote equestrianism nationwide by forcing
    promoters to hold recognized competitions in more diverse
    locations.” 
    Id. at 1227.
    The Eleventh Circuit reasoned that,
    due to “the monolithic control”exercised by national
    governing bodies, “the question . . . is whether the application
    of the antitrust laws to the facts of this case would unduly
    interfere with the operation of the ASA.” 
    Id. at 1231–32
    (citation and internal quotation marks omitted). The Eleventh
    Circuit explained that it would “not substitute its own
    judgment for that of the [Equestrian Foundation] regarding
    the optimum way to fulfill its obligations,” and concluded
    that “implied immunity [was] called for in [the] case.” 
    Id. at 1232.
    In reaching this conclusion, the Eleventh Circuit
    emphasized that, contrary to the plaintiffs’ assertions, it was
    not required to “focus on whether the rule is an effective or
    wise way of implementing [the Equestrian Foundation’s]
    powers,” 
    id. at 1231,
    or to “consider whether the particular
    eligibility rule was necessary or otherwise examine the
    wisdom of the rule.” 
    Id. at 1232
    (emphasis in the original).
    The Eleventh Circuit held that “[b]ecause the ASA requires
    [a national governing body] to promulgate rules to minimize
    conflicts in schedules, the imposition of antitrust liability for
    the promulgation of such a rule is plainly repugnant to the
    ASA.” 
    Id. (alteration and
    internal quotation marks omitted).
    The Eleventh Circuit relied heavily on the Tenth Circuit’s
    approach in Behagen v. Amateur Basketball Ass’n of the
    GOLD MEDAL LLC V. USA TRACK & FIELD                   9
    United States, 
    884 F.2d 524
    (10th Cir. 1989). See JES
    
    Props., 458 F.3d at 1231
    –32. In Behagen, the Tenth Circuit
    reversed a jury verdict in favor of a basketball player who
    challenged under the antitrust laws an eligibility rule
    developed by the national governing body for amateur
    basketball that prohibited a player from participating in
    amateur events if the player had participated in professional
    games. See 
    Behagen, 884 F.2d at 526
    –27. The Tenth Circuit
    held that the antitrust issue should not have gone to the jury
    because the eligibility rule was exempt from the antitrust laws
    under the ASA. See 
    id. at 527.
    The Tenth Circuit
    emphasized that “Behagen complains of exactly that action
    which the [ASA] directs—the monolithic control of an
    amateur sport by the [national governing body] for that
    sport.” 
    Id. at 529.
    The Tenth Circuit clarified that “the
    [Amateur Basketball Association of the United States of
    America] could not be authorized under the [ASA] unless it
    maintained exactly that degree of control over its sport that
    Behagen here alleges as an antitrust violation.” 
    Id. The Tenth
    Circuit emphasized that “[a]lthough [a national
    governing body] is a private actor, the monolithic control
    exerted by [a national governing body] over its amateur sport
    is a direct result of the congressional intent expressed in the
    Amateur Sports Act.” 
    Id. at 528
    (footnote reference omitted).
    We are persuaded that we should follow the analysis
    reflected in the decisions of our sister circuits applying
    implied antitrust immunity under the ASA. We are not
    persuaded that the Fifth Circuit’s decision in Eleven Line, Inc.
    v. N. Tex. State Soccer Ass’n, Inc., 
    213 F.3d 198
    (5th Cir.
    2000), mandates a reversal in this case. In Eleven Line, the
    Fifth Circuit held that the exclusionary activities of non-
    profit, volunteer-run soccer organizations should not be
    afforded implied antitrust immunity. See 
    id. at 199,
    204–05.
    10      GOLD MEDAL LLC V. USA TRACK & FIELD
    The non-profit organization in that case promulgated and
    implemented a rule requiring soccer players, coaches, and
    referees to conduct soccer games only at “sanctioned”
    facilities, which did not include Eleven Line’s for-profit
    soccer facility. 
    Id. at 199.
    Notably, the national governing
    body for youth soccer did not issue the challenged rule or
    explicitly approve it. See 
    id. at 204
    & n.1. For these reasons,
    Eleven Line is distinguishable from the present appeal, as
    well as from JES Properties and Behagen, because it
    involved a rule that was not sanctioned or approved by a
    national governing body, and the organization imposing the
    rule was the “only national state association to have such a
    rule.” 
    Id. The Fifth
    Circuit recognized the propriety of applying
    implied antitrust immunity under the ASA when the rule, like
    the advertising and logo restriction before us in this case, is
    either developed or approved by a national governing body:
    Although the facts of this case do not support
    an implied exemption from the antitrust laws,
    an implied exemption would be appropriate in
    many other situations. For example, if
    national state associations all over the country
    had a similar rule, one could infer that the rule
    was necessary to the management of the
    sport. . . . If [the national governing body] had
    promulgated the rule or expressly approved
    [the] rule in such a way as to indicate an
    awareness of its consequences, it would be a
    player eligibility rule exempted under
    Behagen. . . . Any of these circumstances, and
    no doubt others not described here, would
    merit an implied exemption.
    GOLD MEDAL LLC V. USA TRACK & FIELD               11
    
    Id. at 204–05.
    The Fifth Circuit expressed its belief that “Behagen was
    correctly decided,” but recognized that Behagen did not cover
    the facts of Eleven Line. 
    Id. at 204.
    Ultimately, in Eleven
    Line, the Fifth Circuit concluded that implied antitrust
    immunity was unavailable because the non-profit soccer
    organization “promulgated a rule that could be found
    nowhere else in the country, that was not explicitly approved
    by the [the national governing body], and for which it was
    unable to articulate a convincing rationale related to its
    management of amateur soccer in the area.” 
    Id. at 205.
    We conclude that the decisions of the Tenth and Eleventh
    Circuits provide a sound basis for affirming the district
    court’s application of implied antitrust immunity to the
    advertising and logo restrictions enforced by the USATF.
    Under the ASA, the respective national governing body is
    authorized to “organize, finance, and control the
    representation of the United States in the competitions and
    events of the Olympic Games, the Paralympic Games, and the
    Pan-American Games, and obtain, directly or by delegation
    to the appropriate national governing body, amateur
    representation for those games.” 36 U.S.C. § 220505(c)(3).
    The ASA broadly grants national governing bodies exclusive
    rights in “the name United States Olympic Committee,” “the
    symbol of the International Olympic Committee,” “the
    emblem of the corporation,” as well as “the words Olympic,
    Olympiad, Citius Altius Fortius, Paralympic, Paralympiad,
    Pan-American, America Espirito Sport Fraternite, or any
    combination of those words.” 36 U.S.C. § 220506(a)
    (internal quotation marks omitted). In light of the broad
    authority bestowed upon national governing bodies to fund
    the Olympic Mission, the challenged advertising and logo
    12      GOLD MEDAL LLC V. USA TRACK & FIELD
    restrictions precluding advertisers from impinging on this
    delegated authority falls within the mission to protect the
    value of corporate sponsorships and maximize sanctioned
    fundraising. To compel the Olympic Committee and USATF
    under the antitrust laws to permit any would-be advertiser to
    sponsor individual athletes without national governing body
    approval “would unduly interfere with the operation of the
    ASA.” JES 
    Props., 458 F.3d at 1231
    –32 (citation and
    internal quotation marks omitted). Although the statute does
    not explicitly bestow antitrust immunity, the ASA establishes
    funding for the Olympic mission as a central responsibility of
    the Olympic Committee and its national governing bodies.
    See San Francisco Arts & Athletics, Inc. v. U.S. Olympic
    Comm., 
    483 U.S. 522
    , 538–39 (1987) (recognizing that
    exclusive rights in the term “Olympics” “directly advances
    . . . governmental interests by supplying the [Olympic
    Committee] with the means to raise money to support the
    Olympics and encourages the [Olympic Committee’s]
    activities by ensuring that it will receive the benefits of its
    efforts”); see also 
    Behagen, 884 F.2d at 529
    (“Although the
    Amateur Sports Act does not contain an explicit statement
    exempting action taken under its direction from the federal
    antitrust laws, we find that the directives of the Act make the
    intent of Congress sufficiently clear. . . .”) (citation and
    footnote reference omitted).
    The analysis of our sister circuits that we now adopt is
    consistent with the express purpose of the ASA. As noted by
    the United States Supreme Court, the ASA was “enacted to
    correct the disorganization and the serious factional disputes
    that seemed to plague amateur sports in the United States.”
    San Francisco Arts & 
    Athletics, 483 U.S. at 544
    (quoting
    H.R. Rep. No. 95-1627, p. 9, U.S. Code Cong. & Admin.
    News 1978 p. 7482). As discussed, the Supreme Court has
    GOLD MEDAL LLC V. USA TRACK & FIELD                        13
    clarified that it was the intent of Congress that the Olympic
    Committee be provided “with the means to raise money to
    support the Olympics,” including the “commercial and
    promotional value derived from the panache associated with
    the Olympics.” 
    Id. at 532–33.
    Similarly to the plaintiff in
    Behagen, Run Gum “complains of exactly that action which
    the [ASA] directs—the monolithic control of an amateur
    sport by the [national governing body] for that sport,”
    
    Behagen, 884 F.2d at 529
    , as a “direct result of the
    congressional intent expressed in the [ASA].” 
    Id. at 528
    (footnote reference omitted).
    Finally, Run Gum contends that the district court engaged
    in improper fact-finding that the advertising and logo
    restrictions prevented dilution of the Olympic brand. Run
    Gum specifically maintains that the district court’s factual
    findings contradicted its allegations that must be taken as true
    at the dismissal stage. However, the district court’s analysis
    was not premised on any improper factual findings, as the
    district court merely made the obvious and common-sense
    observation that elimination of the advertising restrictions
    would dilute the Olympic brand. See San Francisco Arts &
    
    Athletics, 483 U.S. at 532
    –33; see also Gold Medal, 187 F.
    Supp. 3d at 1230 (noting that Run Gum sought “to capitalize
    on the unique nature of the Olympic Brand” and that the
    national governing body sought to “prevent a dilution of the
    Olympic Brand”).1
    1
    Because we conclude that the Olympic Committee and USATF
    should be afforded implied antitrust immunity, we do not reach the
    alternative argument raised by the Olympic Committee and USATF that
    Run Gum failed to sufficiently allege the requisite relevant market for
    antitrust injury.
    14      GOLD MEDAL LLC V. USA TRACK & FIELD
    IV.    CONCLUSION
    Consistent with the purpose of the ASA, and the
    analytical framework reflected in Behagen and JES
    Properties, we conclude that the advertising and logo
    restrictions applied by the Olympic Committee and USATF
    to sponsorship of individual athletes during the Olympic
    Trials should be afforded implied antitrust immunity under
    the ASA. The district court properly applied implied antitrust
    immunity under the ASA in dismissing Run Gum’s complaint
    based on the “convincing showing of clear repugnancy
    between the antitrust laws” and the provisions of the ASA to
    advance the Olympic Committee’s mission to fund and
    administer Olympic events. Total 
    TV, 69 F.3d at 302
    n.6
    (citation omitted). As the district court observed, an
    injunction preventing enforcement of the advertisement
    regulation “would open the floodgates” to potential
    advertisers, some of which might enhance the Olympic brand
    and some of which might devalue the Olympic brand. See
    Gold Medal 
    LLC, 187 F. Supp. 3d at 1230
    . The regulation
    avoids placing the Olympic Committee in the unenviable
    position of having to face this conundrum in fulfilling its
    mission to finance American Olympic athletes. We thus view
    the regulation as protected from antitrust challenge. See
    
    Behagen, 884 F.2d at 529
    (connecting implied antitrust
    immunity with Congressional intent for the ASA). As made
    evident by the Eleven Line decision, application of implied
    antitrust immunity is not limitless. However, we are
    persuaded that the facts of this case fall comfortably within
    the framework contemplated by Congress when it enacted the
    ASA. See San Francisco Arts & 
    Athletics, 483 U.S. at 538
    –39 (discussing Congressional intent to supply the
    Olympic Committee with “the means to raise money to
    GOLD MEDAL LLC V. USA TRACK & FIELD                  15
    support the Olympics” and “ensuring that the [Olympic
    Committee] will receive the benefit of its efforts”).
    AFFIRMED.
    NGUYEN, Circuit Judge, concurring in the result:
    Respectfully, I disagree with the majority’s conclusion
    that defendants are immune from the antitrust claim alleged
    in the complaint. As the majority correctly recognizes,
    “[i]mplied antitrust immunity is not favored, and can be
    justified only by a convincing showing of clear repugnancy
    between the antitrust laws and the regulatory system.” United
    States v. Nat’l Ass’n of Sec. Dealers, Inc., 
    422 U.S. 694
    , 719
    (1975). We therefore don’t analyze conflict between antitrust
    and other laws at a high level of generality. See Silver v. N.Y.
    Stock Exch., 
    373 U.S. 341
    , 357 (1963) (rejecting approach in
    which an organization’s “general power to adopt rules”
    renders “particular applications of such rules . . . outside the
    purview of the antitrust laws.”). “[T]he proper approach . . .
    is an analysis which reconciles the operation of both statutory
    schemes with one another rather than holding one completely
    ousted.” 
    Id. at 357.
    The antitrust claim here involves a narrow exception
    allowing athletes to wear apparel with the manufacturer’s
    logo notwithstanding a general rule prohibiting sponsorship
    and advertising on their clothes. The purpose of this
    exception, according to defendants, is “to permit athletes to
    purchase and wear store-bought apparel they preferred and
    could afford.” It has nothing to do with defendants’ statutory
    right “to exercise exclusive jurisdiction” over “all matters
    16        GOLD MEDAL LLC V. USA TRACK & FIELD
    pertaining to United States participation in the Olympic
    Games,” 36 U.S.C. § 220503(3)(A), to “authorize
    contributors and suppliers of goods or services to use”
    Olympic marks, 
    id. § 220506(b),
    or to otherwise “finance . . .
    the Olympic Games,” 
    id. § 220505(c)(3).
    While the rule banning advertising on athletic apparel
    may serve a revenue-raising purpose by protecting the value
    of the Olympic brand, it is the exception—not the rule—at
    issue here. Run Gum’s allegations don’t suggest that
    defendants profit from the exception.1 But neither do they
    establish a viable product market. See Hicks v. PGA Tour,
    Inc., No. 16-15370, slip op. at 25–30 (9th Cir. July 27, 2018).
    Therefore, while implied antitrust immunity does not apply,
    Run Gum nevertheless has failed to allege an antitrust claim.
    Run Gum normally would be entitled to amend its
    pleadings, see 
    id. at 31–32,
    but here any amendment would
    be futile. Even if Run Gum can allege a plausible conspiracy
    and a viable product market, its antitrust claim is still
    untenable. Either defendants received no economic benefit,
    in which case the apparel manufacturer exception is
    nonactionable, see O’Bannon v. Nat’l Collegiate Athletic
    Ass’n, 
    802 F.3d 1049
    , 1065–66 (9th Cir. 2015), or they are
    exercising their statutory right to finance the Olympic Games
    with implied immunity from suit.
    1
    The only entities alleged to profit from the exception are the apparel
    manufacturers, who compete for advertising space on athletes’ apparel
    with fewer potential rivals, thus suppressing their advertising costs. While
    it is possible that defendants indirectly profit from the exception by
    conspiring with the apparel manufacturers, Run Gum’s conclusory
    allegations do not plausibly show this or any other conspiracy. See Bell
    Atl. Corp. v. Twombly, 
    550 U.S. 544
    , 569 (2007).
    GOLD MEDAL LLC V. USA TRACK & FIELD             17
    Therefore, I concur in the result affirming the district
    court’s dismissal of Run Gum’s complaint with prejudice.