NEW YORK — Business as usual in the NFL.

Not among the owners, coaches, and players. Not between Commissioner Roger Goodell and the players’ association. Nor between general managers and player agents.

In marketing the game, however, the lockout has not resulted in a dead stop.

For consumer products such as video games or trading cards, or in licensing of merchandise, not much is different even with a work stoppage.

Player merchandise, including jerseys and other items, will still be available to fans thanks to long-standing agreements between the league, the NFLPA and their licensees. It’s something Gary Gertzog, NFL senior vice president of business affairs, says “we are very comfortable with.”

“We want NFL football to be depicted in an authentic way,” Gertzog said. “Those companies have secured rights from the marketing affiliate of the players’ association and from the league. The production is proceeding and those products will be delivered in preparation for the 2011 season.”

Even though the season is endangered by the work stoppage.

Companies involved in licensing or consumer products previously acquired rights from the NFL for its logo and trademarks and for those of the 32 clubs. Another set of rights was obtained from the NFLPA for the players’ identities. Those agreements remain in place for the 2011 season.

For sponsorships, though, the accord between the league and Players Inc, the marketing arm of the former union, expired when the collective bargaining agreement did on March 11.

It’s up to those sponsors if they want to proceed by going after player rights through a third party, and the NFL is telling sponsors to make sure they have the appropriate rights.