Dairy Management Inc (DMI) wanted NFL players with specific attributes to participate in their Fuel up to Play 60 program.

Business Problem:

This nationwide program, launched by the National Dairy Council and the National Football League (NFL) in cooperation with the U.S. Department of Agriculture (USDA), empowers youth to take action to improve nutrition and physical activity at their school and for their own health. DMI provided a list of core attributes they were seeking in players as well as players with the right personality to interact with kids. They also needed to identify players with influence not only in team cities, but also in many areas that were 75 miles outside of team cities or great distances from an NFL team.

Tapping into the in-depth knowledge and exclusive access to over 1,800 active players and even more former players, NFL Players Inc. (NFLPI) was able to recommend the right players for the program.



NFLPI’s procurement team utilized their proprietary player profile database to research and assemble a resume of players that fit DMI’s specified criteria--highlighting regional popularity, personality details and partner references. Along with identifying players with the right profile, NFLPI also handled the full lifecycle of involvement in the program from facilitating player offer and contract negotiations to travel and onsite logistics to execution and payment.

During 2014, DMI was able to leverage the power of 111 NFL players, who became an integral part of the Fuel up to Play 60 program.



Players made in areas where they had significant influence, including more than 40 areas outside of the 32 team cities. They participated in *1,150 appearances, contributed to social media reach and helped drive engagement with the 12 million kids involved in the program.


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* Appearances as of November 2014