Bocce's Bakery x NFL Players
First-of-Its-Kind Collaboration Brings Player-Inspired Treats to Dog Lovers
Synopsis
When Bocce’s, the beloved all-natural dog-treat brand, teamed up with the NFLPA, something refreshingly original emerged in sports licensing. The result was a first-of-its-kind, player-driven dog-treat collection that celebrates athletes, their pups and the personality behind each flavor.
With six players and six flavors inspired by dishes close to their hearts, this collaboration marked the NFLPA’s entry into a new category. By expanding how player identity can show up on shelves – and demonstrating how strongly fans connect when athletes are presented as whole people – Bocce’s and the NFLPA created a product line rooted in personality and purpose, with proceeds from every bag supporting nonprofits chosen by the players themselves.
This campaign gives fans a fresh glimpse of who they are are off the field – and gives their dogs a way to join in on the gameday ritual.
WHY IT MATTERS NOW
As the athlete-fan relationship evolves, the world of sports licensing transforms with it. While jerseys, merch, and trading cards continue to drive the business forward, NFL players are seeking partnership opportunities with more life and "flavor" behind them – collabs that reflect their authentic selves off the field. Their quirks. Their passions. Their families. And, of course, their dogs.
The Bocce’s collaboration arrived at the right moment:
- Pet culture is exploding. More than 46% of U.S. households have a dog and dog parents are eager to buy things that feel thoughtful and fun
- Athletes are stepping into fuller identities. Fans want to see the whole person, and pets offer one of the most relatable windows into their lives
- Licensing is moving toward story-driven products built around player IP. Fans care less about the logo on the front and more about the name and personality behind it. In this collection, that identity is woven directly into the packaging
This partnership creates a kind of fan connection traditional licensing doesn't always deliver on. It feels personal. It feels human. And it brings athletes to life in a way that sparks joy.
THE CHALLENGE
The NFLPA challenged themselves to find:
- A new angle in a category where players had never been featured in a meaningful way
- Reveal the real lives of players, the everyday moments that show who they are beyond football
- Bring player passion to life in a product that resonates with fans and their four-legged companions
Bocce’s had its own set of puzzle pieces to fit together:
- Create a cohesive line from six players with six very different stories
- Capture what makes each athlete unique while staying true to the charm of the Bocce’s brand
- Build a collection that brings joy to fans and still gives back in a meaningful way
The concept was lighthearted, but bringing it to life took true intention.
THE BREAKTHROUGH
The NFLPA focused on what it does best: helping brands tap into the human side of players and shaping products that feel honest and fan-friendly.
What came from the partnership was something strikingly fresh. A dog-treat collection built around NFL players had never existed, and it opened a lane the licensing world hadn’t explored.
FLAVORS BY THE PLAYERS
Each flavor offered a unique snapshot of the player, featuring inspiration from culinary staples true to the player and the personality quirks and energy of their loyal pups.
AUTHENTICITY AT THE CENTER
With dog parents turned NFL stars at the heart of the campaign, the rollout highlights the NFLPA's ability to identify the players that authentically align with the message and mission of the brand.
A NEW AVENUE FOR SPORTS LICENSING
Fun. Intentional. Built around who players are as people. This partnership showed that athletes are more than competitors. They’re dog people, community builders and cultural drivers.
Collaborations like this with the NFLPA show the power of pairing fun and fandom, creating opportunities to tell stories that celebrate athletes, their pups, and the communities they support.
THE IMPACT
The partnership drove results for the brand, created opportunities for the players, and gave back to communities that helped inspire the collaboration.
FOR THE BRAND
- Bocce’s entered the sports world with the credibility of the NFLPA behind it
- The NFLPA reached consumers in an entirely new way
- The line moved through e-commerce and independent pet stores nationwide, reaching thousands of households
FOR THE COMMUNITY
Each flavor supported a nonprofit chosen by the player, turning every purchase into real impact.
FOR SPORTS LICENSING
This collaboration is now a reference point for modern licensing. It shows what happens when:
- Players lead
- Brands listen
- & partnerships are built around identity, passion and purpose
It created a new playbook built on joy, connection, authenticity and heart. As the world of sports licensing evolves and the demands of the fans grow, the NFLPA continues to be at the front of the pack.
