The NFL Players Association (NFLPA) recently partnered with Brandgenuity, New York, in an attempt to grow its licensing initiatives in Europe.
The partnership was announced via the NFLPA’s licensing arm, NFL Players Inc., which offers exclusive group right to more than 2,000 active players. The program includes 86 licensees and more than $1.5 billion in retail sales in North America.
“Brandgenuity has invaluable experience negotiating and managing creative licensing partnerships, and will play a key role in expanding the NFLPA licensing program in Europe,” says 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.”
United Kingdom-based Brandgenuity Europe is overseen by Teri Niadna, who has six years of experience of building the NFL’s international licensing business. — M.Q.