A NFLPA Rookie Premiere Day in the Life with NFL Players Inc. President Keith Gordon. Photos by Kevin Koski/NFLPA
Thursday, May 29
4:30a – The first of three days filled with hotel room coffee (Yummy!) followed by morning jog into the Hollywood Hills
8:00a – Deliver official welcome to all rookies and kick off NFLPA Orientation by introducing Executive Director DeMaurice Smith (during his address ESPN SportsCenter cameras are providing live look-ins). He shares the importance of the business of football, the relationship between players and owners, and why some player may be asked to take a stand on important issues in the future. Many of the rookies are taking copious notes.
8:45a – Participate in breakout sessions with several rookies and NFLPA Player Advocates (former players serving as union liaisons).
9:45a – My turn to present the NFL Players Inc. side of the players’ union business – who we are, what we do, and why it matters. I noticed many rookies jotting notes, including, among others, Tajh Boyd, Bishop Sankey, Teddy Bridgewater, and Paul Richardson.
10:15a – Introduction of five sponsors Topps, Paniniaerica, Pepsi, FedEx, and EA SPORTS; each partner addressed the rookies directly about what they’re doing at Rookie Premiere to accomplish their business objectives and why it matters.
10:30a – Using myself as an example, I demonstrate to rookies just how important an individual story is to their marketability. At this time, we start the panel “What’s Your Story?” that features former NFL receiver Brandon Williams, USA Today Sports Media Group President Dave Morgan and Hall of Famer and member of the first Rookie Premiere class Marshall Faulk. It was beneficial for the rookies to gain insight from a player whose career was cut short due to injury and who became successful afterward. Brandon shared that on every off day during a season, players should commit to meeting with one person that could potentially help them during their post playing career. Dave gave some great tips on how to own an authentic story, and Marshall dispensed wisdom about using social media and positioning for success.
12:00p– Conducted interviews with many new outlets including CNBC, License Magazine and Sports Business Journal about how rookies will learn the business of football, lessons in personal brand management, as well as how NFL sponsors use Rookie Premiere to active sponsorships.
1:00p – Partners’ content gathering sessions begin. Three of them include Pepsi’s Rookie of the Year/Month platform, FedEx’s Air and Ground Players of the Week platform, and EA SPORTS’ head scans for Madden games. Rookie Premiere is an opportunity for partners to gain unparalleled access to and associate with the new crop of NFL stars before anyone else. Other partners included Topps, Paniniaerica, Nike, and Uber.
1:30p – Opening remarks for Panini America sponsored event at Loew’s Hollywood Hotel that featured rookies meeting Hobby Shop owners, distributors and card enthusiasts. Nike also had a fun and interactive event at Nike Yardline at Champs Sports in Santa Monica.
3:45p – Meet with several player marketing representatives on-site; do a final walk-through at the Loew’s Pool Deck prior to our official Rookie Premiere Welcome Reception, a networking event where players meet partners in a fun and casual setting that includes the reveal of the rookies’ official Nike team jerseys. During the reception, I recognize former players in attendance including Super Bowl winner Torry Holt, who tells the rookies to embrace their opportunity at Rookie Premiere and make good choices on the field and off.
Friday, May 30, 2014
10:00a – Partners are on site throughout the weekend to grow their brands and promote their products through the utilization of group player rights facilitated by NFL Players Inc. I have a chance to stop into all of the partner rotation rooms to ensure smooth player movement and high satisfaction. Additional partners that gather content include élevée custom clothing, USA TODAY Sports, SB Nation, and NFL Digital Media.
11:00a – Meet with partner prospects including Dairy Management Inc., Yurbuds and Nike retail marketing group.
11:30a – Interview conducted with the Boston Globe about the marketability potential of the Patriots’ rookie quarterback Jimmy Garoppolo; followed up that call with an interview with Bloomberg Radio’s “Taking Stock” program where I was joined by Tampa Bay rookie Mike Evans.
12:15p – NFLPI General Counsel Ahmad Nassar and I met with two students from the USC Marshall School of Business, who are also contributors to USA Today Sports’ Fields of Green. We were joined mid-way through by former NFL player Hank Baskett who brought along a mobile gaming device that he’s been working on for the past few years. This was a perfect example for the students to see and speak to a player who worked on building his brand while transitioning out of the sport, and into life after football.
Saturday, May 31
7:00a – Arrived at LA Memorial Coliseum for the first official Panini America and Topps trading card photo shoots – a seminal moment for any rookie.
8:00a-3:00p – Throughout the long – and hot – day I met with partners and interacted with fans on site through a Rookie Premiere experience put together by partner Fandeavor.
One of the coolest things on Saturday was for NFLPI VP of Licensing Steve Scebelo to witness Chicago Bears DL and NFLPI licensee Israel Idonije and his ability to interact with all types of groups – current fellow licensees (identifying possible ways to work with both Panini and Original Retro Brand), fans in the Fan Zone, and rookies as a wise, veteran voice – and to conduct himself the whole time in such a friendly, professional manner, all while rocking a suit and bow tie in 90 degree weather. Steve became an instant fan and found himself volunteering to work on opening the school Israel is building for 1,000 children in Ghana!
