As Pasquarelli writes, “One of the stumbling blocks in negotiations between Indianapolis and the top overall choice in the draft ... is the proposed inclusion of marketing language that Luck and his representatives, at least so far, regard as strident. One source with knowledge of the talks even suggested that Luck would ‘have to clear' marketing proposals with the club.”
Peyton Manning, also a No. 1 draft pick for the Colts who went on to become a huge poster-boy for a massive amount of different products, apparently didn't have that kind of clause in his rookie contract.
So, if all this is true, it seems unfair for Indianapolis to try to limit Luck's potential to make money on the side, especially with the rookie cap in its second year. At the same time, some in the Colts organization (according to Pasquarelli) believe that Manning was overexposed, which could be why the franchise is trying to exert some control over this matter.