US athlete unions combine to launch licensing venture
The players’ unions of three major sports bodies in USA have come together to launch a new group licensing and brand management company.
Representing Every Player (REP) Worldwide is a new venture created by NFL Players Inc, the marketing arm of the NFL Players Association, in collaboration with its founding clients, the US Women’s National Team Players Association, and the Women’s National Basketball Players Association, the players’ association of the WNBA.
The NFLPA is the majority shareholder of the company and will work “in collaboration with its founding partners to develop the business.”
REP Worldwide will set up an athlete advisory board and an executive board, which will both feature representatives from its founding associations.
The company has said it will “offer extensive resources and expert representation to a selectively cultivated portfolio of athlete-driven sports properties.”
The three bodies have said that the goal of the organisation is to “create and manage sustainable group licensing and player-marketing programmes.”
REP Worldwide’s initial services will include strategic planning, leveraging athlete intellectual property group rights, structuring licenses and sponsorships, and consulting on marketing activation strategy.
The NFLPA has diversified its portfolio in recent years, launching ACE Media, an athlete-focused content arm in 2015, and signing a collaboration agreement with the Brandr Group, a licensing agency specifically for college sports.