SBD/6/Sponsorships Advertising Marketing


     The NFLPA has dropped a tax-exempt status and launched
Players Inc. "to compete with NFL Properties."  Previously
limited "to such passive activities as receiving royalties from
trading-card companies," the NFLPA will now be able to own
magazine and apparel stores and "plans to roll out a line of
sportswear."  Players Inc. also "hopes to market groups of five
players or more to sponsors and apparel giants."  Gene Upshaw,
NFLPA Executive Director and Chair of Players Inc.:  "This gives
us flexibility to be real players in the marketplace."  Last year
the NFLPA "took in about $600M in revenue."  Sara Levinson,
President of NFL Properties:  "We see Players as a supplement to
our own marketing activities" (Bruce Horovitz, USA TODAY, 1/6).
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