It has been just over a year since the NFL Players Association launched REP Worldwide, described as a first-of-its-kind brand management and representation business that puts the group licensing expertise of the NFLPA to work for athletes and sports properties. The enterprise was launched in conjunction with founding equity partners, the US Women’s National Team Players Association and the Women’s National Basketball Players Association, and since added the U.S. Rugby Players Association as a client.
With personal branding in the spotlight more than ever, Cynopsis Sports asked Steve Scebelo, VP of business development and licensing at NFL Players Inc. in addition to serving as the president of REP Worldwide, about the company, licensing and the challenges ahead.
Scebelo on lessons learned: The most positive lesson we have learned is that there is an interest and desire for companies to align themselves with the world’s premier women athletes, in the US Women’s National Team players and WNBA players. To have secured 19 signed licensing agreements in that time frame confirms that the business opportunity has strong growth potential. Companies are willing to explore the fit for more players in their product assortments, and realize that women’s soccer and basketball stars will appeal to new fans and customers.
On new opportunities for growth: Beyond the core categories, we at REP are very enthusiastic about exploring unique new categories that are great fits for the USWNTPA and WNBPA programs. For example, both are interested in the travel category – luggage, fashionable apparel, etc., since their players spend so much time on the road. Sporting goods is a category that will allow younger players to model their favorite athletes while playing on the pitch or on the court. Toys hold a lot of promise, including action figures and more, that bring star women athletes into young girls’ and boys’ play patterns. Digital and technology platforms also have significant potential. Health and beauty aids (think sunscreen, bandages, etc.) and consumables are growth categories that will be explored as well.
On success stories: We are excited to see the ongoing development of the USWNTPA and WNBPA group licensing programs. The timing of REP’s launch has coincided very well with planning for the Women’s World Cup. Having the ability to talk about this global event, in which the National Team players will be defending their World Cup title, has helped drive early ramp up for the program. With the 2020 Olympic Games to follow, our goal is to build a lasting program to ensure that fans continue to have the opportunity to buy licensed products featuring their favorite players, in World Cup years and beyond. For WNBA players, their group licensing program represents a major leap forward. Timing is outstanding, when noting recent growth in popularity and key fan metrics around the world’s best female players. We look forward to having player merchandise in the market to allow fans – as well as athletes from other sports, e.g., NFL players, NBA players, US Women’s National Team players, and more – to show their support for WNBA players during the upcoming CBA negotiations with the league. We believe the players’ future opportunities are bright, and licensed product opportunities will continue to grow.
On challenges: When it comes to the USWNTPA and WNBPA programs, the primary challenge facing the programs is to continue to break down walls in the way slow movers think. We still run into meetings where companies dismiss women’s sports as too challenging, or not as popular as the men’s game, or not having any room at retail. REP Worldwide will continue to approach that challenge in a way that encourages potential partners to think about developing different approaches, and investing different resources to truly succeed and see an astounding return on their investment. The fans are there, the players are willing to get engaged and help push the sales – it’s a matter of building the right set of products and offering them through the appropriate channels in order to maximize sales.
