SBD/Issue 162/Sponsorships, Advertising & Marketing

NFL Player Brand Univ. Aims To Give Rookies Business Acumen

NFL To Work With Rookies
To Develop Their Own Brand
The NFL in conjunction with rookie minicamps in May and June will conduct NFL Player Brand University, a new "mandatory" program for all rookies that "aims to share marketing and business acumen," according to Barry Janoff of BRANDWEEK. The NFL will work with rookies to "develop their own 'brand action plans' and help define their marketing images." The agenda will include NFL marketing, PR and community relations execs, as well as reps from Velvet Suite Marketing Consulting Group, Atlanta. Agents for respective players also can attend, and the program is optional for veteran players. Nineteen of the league's 32 teams have opted in thus far, with the first session scheduled for this week with the Bears. NFL Manager of Player Development Vaughn Bryant: "Players hear a lot about what not to do, but this will show them what they can do." NFL VP/Player & Employee Development Mike Haynes: "Not everyone is [Colts QB] Peyton Manning, not every player comes into the league with big endorsement deals. This will have great value for the NFL, players and (marketing partners)" (BRANDWEEK, 5/12 issue).

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