The NFL Players Association, via its licensing and marketing arm NFL Players Inc., has entered into a multi-year agency representation agreement with licensing agent Exim to expand its licensing portfolio throughout Mexico and Latin America.
NFLPA is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via www.festivaloflicensing.com.
Exim will be responsible for capitalizing on the rapidly growing markets by representing the NFLPA group licensing rights through new, locally based licensee and retailer relationships, while supporting existing NFLPA partnerships to expand distribution and market presence.
“Latin America, and Mexico in particular, is a vital emerging market with a growing appetite for innovative sports licensing,” says Steven Scebelo, interim president, NFL Players Inc. “This region should serve as a natural extension of the NFLPA licensing program’s long-standing strength in North America, and recent solid growth in Europe. We look forward to working with Exim to develop NFL player licensing opportunities in ways that are truly authentic to the Latinx community.”
A study from Licensing International in 2019 reported a five-percent year-over-year increase in licensing revenues from Latin American markets, which produced $11 billion of the $280 billion in global retail sales of licensed brand and character merchandise. Mexico is reported to have an NFL fanbase of approximately 20 million people, making it the largest market outside of the U.S.
“Licensing is a great strategy to enter the Latin American market, and we’re excited to position the NFLPA for long-term success,” says Jamie Hofman, general director, Exim General. “Companies will now have greater access to more than 2,000 NFL stars such as Ezekiel Elliott, Patrick Mahomes and Russell Wilson, who are so well recognized in the Latinx community, along with a growing American football fanbase that will be excited about new products and retail experiences.”
The announcement with Exim comes on the heels of NFLPA’s recent release of its licensees of the year which included brands such as Rawlings and EA SPORTS.