Licensing agency’s newly formed European division will represent NFL players throughout Europe.

The National Football League Players Association, via its licensing arm NFL Players Inc., has retained Brandgenuity to grow and manage its licensing program in Europe.

“Brandgenuity has invaluable experience negotiating and managing creative licensing partnerships, and will play a key role in expanding the NFLPA licensing program in Europe,” says Steve Scebelo, vice president, licensing and business development, NFLPA. “As the popularity of American football continues to rise in Europe, we are excited to team up with Brandgenuity to connect European fans with their favorite players on new products, at retail and at events.”

NFL Players Inc. is the only company that offers exclusive group licensing rights to more than 2,000 active NFL players. It provides manufacturers and retailers access to player names, numbers, signatures, likenesses, voice and a newly launched NFLPA owned catalog of player emojis. The NFLPA also connects brands directly with its players for marketing endorsements and appearances.

The NFLPA has built a licensing program in North America that includes 86 licensees and generates more than $1.5 billion in retail sales.

“We cannot wait to work with the NFLPA team to build a robust licensing effort in Europe, and bring fans closer to the game and the players they admire,” says Teri Niadna, managing director, Brandgenuity Europe. “The appetite for American football in Europe is palpable and the growth has been tremendous for many years now. With global stars like Tom Brady, Aaron Rodgers and Russell Wilson and an increasing number of European-born players–Sebastian Vollmer and Moritz Böhringer, for instance–licensees will have access to genuine player assets.”

Brandgenuity will represent the NFLPA at Brand Licensing Europe, Oct. 11-13, 2016, at Stand #P60.