It sounds like one of those things they need to officially say for copyright reasoning, but will not effectively bother with. Same as the stuff about people had the idea that they'll be beaten by police for eating the wrong crisps or wearing Nike trainers.
Give it to whoever is best at meeting sponsors and posing for photographs, and tell every player to lead by example regardless of whether they have a piece of cloth round their arm.
First away goal at the Riverside, I believe. Still waiting for him to apologise for the false hope that led to me getting his number on my shirt though.