Fathead wanted to generate incremental NFL player product sales during the off-season.
During January-April, Fathead experienced lower sales of football related products. Fathead wanted to create more demand for NFL player product during those months.
NFL Players Inc. (NFLPI) created a collegiate co-brand opportunity for Fathead to sell products featuring rookies before they were even drafted.
NFL Players Inc. (NFLPI) created a collegiate co-brand opportunity for Fathead to sell products featuring rookies before they were even drafted, in their college uniforms.
NFLPI worked with Fathead to leverage pre-draft rookie popularity leading up to the draft. NFLPI ensured the eligibility of pre-draft players by confirming their enrollment in the group licensing program. Fathead then developed a line of products featuring upcoming rookies in their college uniforms, selling them before the draft even took place. Fathead had more speed to market with a new product because of NFLPI’s role in providing a real-time list of draft eligible players as they were secured into the group licensing program.
"The collegiate co-branding program with NFL Players had multiple benefits for us. Two primary benefits were the creation of a market for football sales during the off-season and a brand new product offering for our college consumer base." - Nathan Partington, VP, Licensing, Fathead
Fathead increased sales by 17% in the offseason.
Fathead featured 55 rookies in their collegiate marks/college uniform which drove sales up 17% during their slower sales time and 6% overall. Success of the co-branded allowed them to tap into a new collegiate fan base as well.