From The Executive Editor: Making waves Cartoon: Holiday let-down Sutton Impact: Books to lead by Cartoon: An NFL Christmas Carol From The Executive Editor: Most Influential Lessons to tomorrow’s executives From The Executive Editor: CFP progress Cartoon: Detour From the Field of Sports Collectibles Space: The next frontier in sponsorship?
SBJ/Feb. 7-13, 2011/Opinion
Marketing interest not equal for all NFL retirees
Published February 7, 2011, Page 20
The model is different for active players who receive much of their licensing compensation on an equal share basis (in direct payment to the players and in payment to the NFLPA to fund its operations). Why? Because licensees never know when an unheralded late-round draft choice will get hot during the season and be instantly in demand in the marketplace. Or when a team not expected to do well will suddenly catch fire and be in contention for the Super Bowl. So licensees pay guarantees and royalties to NFL Players for the right to use all active players on the roster, to protect themselves in the marketplace and to meet the demands of consumers. Licensees don’t have that problem with retired players. They know that Doug Allen will never be famous or marketable like Namath or Brown. What they told us when I represented Players Inc was that, while they appreciated the opportunity to use all retired players, since they didn’t need most of them, Players Inc should pay for their availability out of existing royalties. That would have required taking money from active players, and from well-known and marketable retired players, to pay to thousands of retired players who were not marketable and were not used by licensees.
Despite some public comments to the contrary, most marketable retired players were not willing to share with all retired players, what, for many, was their main source of income. And active players were already using their leverage to get increases in benefits for retired players and were paying for a fully staffed NFLPA retired players department and benefits department out of active player licensing proceeds.
While I believe that the decision in the Parrish case would have been overturned on appeal, I understand De Smith’s decision to settle the matter to help unite retired and active players. I wish anyone representing retired players in the licensing and appearance marketplace great success, but, because I understand the realities of that marketplace and my place in it, I won’t be surprised or disappointed if I am not one of the retired players utilized by licensees.
Bal Harbour, Fla.
Allen is former assistant executive director of the NFL Players Association and former president of NFL Players (formerly Players Inc).