Malcolm Butler’s incredible Super Bowl-winning interception instantly put the undrafted rookie cornerback in high demand and sparked the interest of the Grammys.
Butler was booked by the Grammys to present the award for “Best Rock Album of 2015.” Since making the memorable interception, Butler has appeared on numerous national shows, but none quite as special as the Grammys and its millions of viewers.
Behind the scenes, the Grammys relied on NFL Players Inc. to arrange for the highly sought after Butler to appear at the prestigious awards show.
NFLPI’s Player Services team spoke with Butler’s agent and developed a detailed plan of action. Part of procuring player appearances involves being there for the player every step of the process while ensuring client deliverables are met. NFLPI, working closely with his marketing representative, handled every aspect of the engagement, including flights, car services, appearance prep, call times and even a shopping trip, all leading up to Butler taking the stage for his Grammys appearance.
Player marketing opportunities are often tied to success on the field, meaning some player solutions need to come together quickly and allow for flexibility--both for the player and NFLPI.
The tight time frame between New England’s Super Bowl victory and the Grammys presented a few logistical challenges. For starters, Butler was en route to Las Vegas when the Grammys expressed interest in booking him and he didn’t have an outfit for one of the most fashionable events in the entertainment industry. However, through NFLPI’s relationship with Élevée Lifestyle, a stylist helped Butler find an outfit worthy of the Grammys’ red carpet.
NFLPI leveraged its partnership with 120 Sports, a new NFLPI partner and online sports media broadcaster, to get exclusive video footage of Butler’s incredible experience leading up to and even after the Grammys.
NFLPI’s facilitation, partnerships and attention to detail helped to give Butler a platform to share his brand and increase his marketability with over 26 million Grammys viewers that night.
"Being a part of the Grammy's was a once-in-a-lifetime experience,” said Butler. “I met so many talented artists, industry legends and even sponsors.” Presenting at the Grammys gave Butler more visibility and added another facet to his brand, complimenting his recent game-changing play.