SBD/July 10, 2012/Marketing and Sponsorship

NFLPA Launching Online Shop That Offers Player Merchandise

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The NFLPA early tomorrow morning plans to launch a website called NFLPA Shop where fans can buy NFL player merchandise and autographed items. 49ers TE Vernon Davis, Jaguars RB Maurice Jones-Drew and Ravens WR Torrey Smith are among the players expected to promote the website, Shop.NFLPA.com, via their Twitter accounts. The site is scheduled to launch after midnight ET and will feature products including apparel, headwear, gifts, novelties, home decor and collectibles. NFLPA Shop will also supply the new Nike jerseys debuting this year. “We are going to launch the first place to provide an online store where people can buy specific player merchandise on demand,” said NFLPA Assistant Exec Dir of External Affairs George Atallah. Licensing company Dreams Inc. approached the NFLPA’s marketing and licensing arm, NFL Players Inc., about the new venture, Atallah said. The company, which was acquired last month by Fanatics Inc., developed and will operate the website. Because Dreams/Fanatics is an authorized licensed retailer of the league, its products can be sold on the NFLPA Shop site. The revenue generated by the venture will be split between the licensee, NFL Players and the individual player represented. It is a way for NFL players to generate more revenue for themselves, and players who want to can also provide autographed items for sale on the website, Atallah said. The NFLPA is not investing any financial resources in the site beyond staff time to promote it, Atallah said. He added that the NFL is aware of the venture and that it does not violate any agreement with the league.
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