The NFL Players Association has unveiled a new program to address the diversity gap in the licensing industry.
The program is a new business accelerator called DRIVEN that is geared toward greater inclusion of diverse entrepreneurs and businesses in dealing with NFLPA licensing opportunities. The Association says it is committed to advocating for greater inclusion of those diverse entrepreneurs and their consumer products, while empowering them as agents of change, moving them off the sideline and providing them with a seat and voice at the table.
“To make change, we must look inward. We advocate for diversity at all levels of our organization, but when looking at our partnerships, we realized that a small percentage of the companies in our licensing portfolio are owned by women or people of color,” said Steve Scebelo, President, NFL Players Inc., the marketing and licensing arm of the NFLPA. “This compelled us to investigate and invest in real change in licensing.
“Through DRIVEN, we’ll support entrepreneurs with diverse identities while also ensuring there are products in the market that appeal to all fans and consumers, so that we can build a better, stronger and more inclusive network that spans the licensing industry.”
The idea is that by giving diverse entrepreneurs access to NFLPA assets and some of the most influential personalities in sports through their group licensing rights and marketing potential, DRIVEN will help guide companies from product development through go-to-market stages to ensure they are prepared for strategic growth and long-term success with an NFLPA group license.
The NFLPA says it has identified what it sees as the root of the diversity gap in licensing, which it defines as “sideline culture,” or more specifically the systemic and inequitable reality experienced daily by business leaders—which it refers to as “Playmakers”—who are people of color, women and/or individuals from other underrepresented groups.
“For too long, these diverse business entrepreneurs have been sidelined from conversations, education, mentorship, resources, advocacy and rooms that would level the playing field and position them for success,” the NFLPA says in a statement. “The NFLPA-led business accelerator is designed to provide access and opportunity for these ‘Playmakers’ as a means of breaking down institutional barriers, creating another pathway to get their products in the pipeline and ensuring that all fans and consumers are represented through product offerings in the industry.”
The Association says these Playmakers will benefit from a two-year enrichment program designed to accelerate their businesses and products by leveraging NFLPA group licensing rights. These rights grant access to more than 2,000 active NFL player rights and their marketing influence, with a minimum of six or more players featured in a product line.
The program will:
- Deliver opportunity for funding, mentorship, research and development, product creation and marketing support
- Offer consultation from industry experts, partners and athletes
- Present coaching sessions and special events to help navigate and thrive in the licensing ecosystem
The NFLPA developed the accelerator with input from NFL athlete-entrepreneurs, industry specialists and leadership from NFL Players Inc.–one of the world’s largest and most influential licensors, managing over 75 licensees who generated $2.17 billion in player-product sales last year.
The program is not just committed to success for diverse entrepreneurs within professional football. This initiative also invests in the companies and their consumer-focused products, delivering access to world-class athletes for mentorship, intellectual property and marketing while also building a framework for enduring growth and success across the licensing ecosystem.
“We want to create a new playbook, one that brings these amazing entrepreneurs off the sidelines and builds new pathways for them to grow their business and get their products into the hands of all fans,” said Terése Whitehead, Vice President of Consumer Products & Strategy at NFL Players Inc.
The NFLPA has brought together a cross-disciplinary team from licensing, consumer products, sponsorship, marketing, technology and professional sports to form the DRIVEN Advisory Board. This group, which consists of influential leaders who have a passion for creating pathways for diverse business leaders, will provide strategic input on company growth and product development. Board members include:
- Kimberly Alula (Fanatics, VP Global Head of Inclusion & Innovation)
- Melissa Bradley (Ureeka, Founder)
- Maura Regan (Licensing International, President)
- Brennan Scarlett (Miami Dolphins linebacker and entrepreneur)
- Malaika Underwood (OneTeam Partners, SVP Licensing)
Applications are open now through Dec. 14, 2021, with the first DRIVEN cohort to be announced at NFLPA Pitch Day on Feb. 9, 2022. Prospective companies can apply to participate and submit their application at nflpa.com/driven.
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