THE NFL MAY CUT OUT SMALL DISCOUNTERS

The NFL is trying to cut off small-scale online discounters. The licensing division of Reebok, the exclusive distributor of N.F.L.-licensed apparel, notified hundreds of online retailers that they would have to reapply for the right to continue selling the N.F.L.’s game day line of jerseys, hats and apparel.

The league said it will only allow online shops that bought at least $3 million worth of licensed merchandise from Reebok last year to apply to sell the line this year. Other online stores will have to meet a minimum of $2 million in purchases last year.

“If the league gets rid of everyone online except them they can enforce their prices,” said Howard Faber, who has been selling official NFL. jerseys, hats and sweatshirts online for more than a decade.

Brian McCarthy, an NFL spokesman, said the league’s strategy was to protect its brand by combating counterfeiters who sold knockoffs and discounters who undercut value.

“You’re hurting the legitimate little guy, but there’s so much piracy and illegitimate product out there it becomes an interesting challenge for them,” said Marshal Cohen, a retail analyst at the NPD Group.

That possibility has alarmed manufacturers (and sellers) who fear being shut out of business with the NFL.

The league’s change in online sales strategy comes as the House of Representatives is considering a bill that would make it an antitrust violation for manufacturers to set minimum retail prices.