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NFLPA Teams Up with Brandgenuity to Grow Licensing in Europe

The NFL Players Association (NFLPA), via its marketing and licensing arm NFL Players Inc., announced today that it has retained leading global agency Brandgenuity to grow and manage its licensing efforts in Europe.

NFL Players Inc. is the only company that 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. In addition, NFL Players Inc. connects brands directly to players for marketing endorsements and appearances. The NFLPA has built a thriving licensing program in North America that 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."

Brandgenuity Europe, based in the United Kingdom, is headed by Teri Niadna, whose experience with world-class brands includes six years dedicated to building the NFL’s international licensing business.

“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," said Niadna. “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 11-13, 2016, at Stand #P60.

About Brandgenuity
Brandgenuity LLC is a leading independent brand licensing agency with offices in New York and London. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Viacom Network, Hawaiian Tropic, Banana Boat, Gas Monkey Garage, MGM, Arm & Hammer, Playtex, Planet Fitness and Winnebago Industries, among others. For more information, please visit

About NFL Players Inc.
NFL Players Inc., the licensing and marketing arm of the NFLPA, connects businesses to the power of NFL players. NFL Players Inc. creates customized business solutions for partners, through licensing, marketing strategy and player activations. For more information, please visit

About the NFL Players Association
The National Football League Players Association is the union for professional football players in the National Football League. Established in 1956, the NFLPA has a long history of assuring proper recognition and representation of players’ interests. The NFLPA has shown that it will do whatever is necessary to assure that the rights of players are protected—including ceasing to be a union, if necessary, as it did in 1989. In 1993, the NFLPA again was officially recognized as the union representing the players, and negotiated a landmark Collective Bargaining Agreement with the NFL. The current CBA will govern the sport through 2020.

Media Contacts:
Rachel Humiston, +1 212-925-0730,
NFLPA: David Cooper, +1 212-938-1299 or