NFLPA PASSPORT TOUR
The 6th Annual Awards
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
The NFLPA Player Passport Tour, held from June 19-25, 2023, endeavored to bridge NFL players, brands, retailers, and fans across Germany and the UK. This initiative sought to establish robust connections between NFL players and their fans, capitalize on the growing European demand for American football, and promote player personalities and brands.
How does this represent “Excellence in Engagement”?
The tour set new benchmarks by prioritizing authentic player-fan connections, inspiring the industry to explore growth avenues through strategic partnerships. It showcased cultural breakthroughs and rising fandom among younger generations, highlighting the sport's growth in Europe, where Germany and the UK lead with 3.3 million and 3.2 million avid fans, respectively. The tour's success demonstrates the potential for sports organizations to drive business outcomes through strategic partnerships and initiatives that prioritize fan engagement and player involvement. The growth of American football in Europe has created unprecedented business opportunities for NFL players. Their personalities hold tremendous marketing and licensing power, fostering genuine connections between global brands and fans.
Objective
The unique objectives of the tour were to build awareness of NFL players and the league in Europe, expose players to new opportunities outside their domestic markets, and grow partnerships with brands and retailers. By strategically connecting NFL players with fans and brands through various activities, the initiative aimed to enhance brand visibility, access new markets, and foster meaningful partnerships. The NFLPA Player Passport Tour provided NFL athletes with a platform to showcase their unique personalities, build personal brands, and connect with new fans and businesses, all while capitalizing on the increasing demand for American football in Europe. Ultimately, the tour was designed to establish a strong and lasting connection between NFL players, brands, retailers, and fans in Germany and the United Kingdom, solidifying the NFLPA's position as the primary resource for accessing players and expanding the league's global footprint.
Strategy & Execution
Meticulously designed activities, including business panels, meet-and-greet sessions, city tours, autograph signings, and flag football sessions, engaged fans of all ages and backgrounds. These activities were strategically chosen to cater to the desires of modern sports fans, who seek immersive and interactive experiences with their favorite athletes. By providing opportunities for fans to interact directly with NFL players, the tour was built to satisfy the modern fan's desire for access and personal connection. Eight active NFL players, including Michael Gallup (Dallas Cowboys), Gabe Davis (Buffalo Bills), Clyde Edwards-Helaire (Kansas City Chiefs), Josh Uche (New England Patriots), Kevin Byard (Tennessee Titans), Jamel Dean (Tampa Bay Buccaneers), Marcel Dabo (Indianapolis Colts), and Efe Obada (Washington Commanders), participated, enhancing fan engagement and brand visibility. Developed in partnership with NFLPA European licensing agent, Brandgenuity, the tour recognized players' vital role in fueling fandom and merchandise sales.
Organizations
- NFL Players Association
- Brandgenuity
Links
Credits
Terése Whitehead
VP, Consumer Products & Strategy
NFLPA/NFL Players Inc.
Jamie Grant
Senior Manager, Player Services
NFLPA
Kasidee Karsten
Senior Manager, Digital Strategy
NFLPA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
