The NFLPA's Rookie Premiere event is a "sports marketing mash-up of tradeshow-meets-job fair-meets-speed dating," and for many of this year's rookies, it was their "first chance to explore the brand opportunities beyond the gridiron," according to Jeff Beer of FAST COMPANY. What began 24 years ago as an "opportunity for trading card companies to get rookie photos taken before the season has evolved into a branded extravaganza in which business relationships are forged, content created, and young pro athletes get their first taste of the lucrative potential in off-field opportunities." Panini America is the title sponsor, but the pitch to the "laundry list of other brand partners is that Rookie Premiere gives them first access to the NFL's next generation of stars." This year's event, held last week in Beverly Hills, was anticipated to "garner up to 100 rookie deals alone, along with many deals for current and former players throughout the weekend." NFL Players Inc. VP/Licensing & Business Development Steve Scebelo said that being among the 40 rookie players chosen to be there "lets the players know they've been earmarked as having significant marketing potential, so not only should they get to know the various brand partners, but also think a lot about their own brand image." NFL Players Inc. President Ahmad Nassar said, "We want them to maximize their experience, and part of that is through branding and marketing opportunities off the field. If you wait until you're done playing football to decide how to approach that, it's too late" (FASTCOMPANY.com, 5/22).
