The NFL Players Association, via its marketing and licensing arm NFL Players Inc, has retained leading global agency Brandgenuity to grow and manage its licensing efforts in Europe.
NFL Players Inc offers exclusive group licensing rights to more than 2,000 active NFL players, and provides manufacturers and retailers access to player names, numbers, signatures, likenesses, voice and a newly launched NFLPA owned catalog of player emojis.
The NFLPA licensing programme in North America includes 86 licensees and generates more than $1.5 billion in retail sales.
“Brandgenuity has invaluable experience negotiating and managing creative licensing partnerships, and will play a key role in expanding the NFLPA licensing program in Europe," said Steve Scebelo, NFLPA Vice President of Licensing and Business Development.
"As the popularity of American football continues to rise in Europe, we are excited to team up with Brandgenuity to connect European fans with their favorite players on new products, at retail and at events."
Teri Niadna, who heads up Brandgenuity Europe, added: “We cannot wait to work with the NFLPA team to build a robust licensing effort in Europe, and bring fans closer to the game and the players they admire.
“The appetite for American football in Europe is palpable and the growth has been tremendous for many years now. With global stars like Tom Brady, Aaron Rodgers, and Russell Wilson and an increasing number of European-born players – Sebastian Vollmer and Moritz Böhringer, for instance – licensees will have access to genuine player assets.”
Brandgenuity will represent the NFLPA at Brand Licensing Europe on October 11th to 13th, 2016, at stand P60.