It’s easy to think of professional football players as simply the pass-and-run, block-and-tackle titans of the field. But for brands looking to take advantage of the NFL’s sponsorship opportunities, the varied and colorful off-the-field interests and talents of NFL players may be just as important.
Beneath their pads and helmets, the 2,000-plus NFL players are entrepreneurs, mathematicians and trombonists. They support community organizations, invest in emerging tech startups, cook five-course gourmet meals and travel around the world. So when it comes to finding the players that align best with a sponsor’s objectives, the NFL Players Association (NFLPA) looks at every aspect that will ensure the perfect fit.
The NFLPA, through its licensing and marketing arm, NFL Players Inc., represents every current NFL player, creating one of the most unique b-to-b models in modern professional sports. If a brand wants to work with an NFL athlete, one of the easiest and most turnkey solutions is to work with the NFLPA. It can be a high-profile, player-integrated activation like Pepsi’s Rookie of the Year platform, or it can be smaller-scale, local endorsements or personal appearances. As the NFLPA likes to say, every business problem has an NFL player solution.
“Connecting partners and businesses with NFL players to create marketing opportunities that are unique, exciting and make sense for the brand is extremely important to us,” says Gina Scott, NFLPA VP of partner services. “All the players have unique interests, personalities and talents, and we want to give our partners access to that, so they can find the right personalities that add authenticity to their campaigns.”
USAA, the insurance and financial services company that serves as the official military appreciation sponsor of the NFL, was looking to come up with a more personal way to connect players to its November Salute to Service campaign.
The NFLPA connected USAA with a diverse group of players with various military ties and personal stories to share. USAA leveraged their group player rights to incorporate 32 players on the campaign’s website. Several players shared personal testimonials on the site and via social media, driving greater engagement and awareness for Salute to Service.
Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by the National Dairy Council and the NFL, in collaboration with the USDA. Dairy Management, Inc. (DMI), the sponsor, works with the NFLPA to select a player ambassador for every NFL city, as well as to secure players for a host of special appearances and meet-and-greets across the U.S. These players show up at schools to participate in exercise programs and talk with students about healthy eating, and also travel to a host of industry-related events, speaking with health and nutrition professionals .
Several years ago, when DMI needed last-minute help in booking a player for an appearance, the NFLPA’s Player Services team suggested offensive lineman Kelvin Beachum because of his ongoing interest in community outreach and children’s causes. Beachum proved to be such a great addition that he was signed to represent DMI as a brand ambassador for several years.
“From technology to fashion to healthcare, we know there is an NFL player for any business,” notes Scott.
