NFLPA Honors 2025 Licensees of the Year
OFF SEASON, Party Animal, Mattel, Funko, and BreakingT Claim the 2025 Crown for Their Innovative Use of Group Player Rights
From collectible toys and fashion-forward apparel to classic games and viral activations, the NFL Players Association, via NFL Players Inc., the union’s for-profit marketing and licensing arm, today announced the recipients of its 2025 Licensees of the Year Awards. These honors celebrate licensees who have taken NFL player group rights to new heights, showcasing the creativity, diversity, and marketplace success that happens when athletes are at the center of business.
The 2025 Award Categories and Winners:
Best Breakout Licensee - OFF SEASON
OFF SEASON represents a new chapter in fan fashion, launched through an NFLPA license that allows player names, images, and likenesses to be featured in a first-of-its-kind apparel brand. Founded by designer Kristin Juszczyk and backed by fashion powerhouse Emma Grede, OFF SEASON is transforming traditional player jerseys into high-end, wearable art. With its NFLPA license, OFF SEASON debuted its first collection in the new year featuring Patrick Mahomes, Jalen Hurts, Saquon Barkley, Josh Allen, Amon-Ra St. Brown and Travis Kelce. The drop sold out immediately, fueled by a high-impact marketing push that included celebrity gifting alongside player wives and girlfriends. Backed by retail partnerships, a dynamic digital strategy, and continuous drops throughout the year, OFF SEASON is redefining fan fashion and setting a new standard at the intersection of sports, style, and culture.
Best Breakout Product – Party Animal’s TeenyMates
TeenyMates, the collectible blind-pack toy line, continues to engage fans through its chaseable sets and puzzle features. With royalties growing year over year and strong retail performance across Mass Sporting Goods and specialty channels, TeenyMates have products have cemented their place as a fan favorite.
Best Use of Group Player Rights – Mattel’s UNO Fandom & UNO Elite
UNO Fandom introduced a fresh twist on the classic card game with team colors and NFL Players’ numbers, while UNO Elite elevated gameplay with special NFL Player action cards bringing these incredible athletes into living rooms nationwide.
Best Player Activation – Funko & CeeDee Lamb
A playful digital campaign featuring Dallas Cowboys wide receiver CeeDee Lamb and “Little CeeDee” Funko Pops captured more than 2 million YouTube views and drove two sell-outs on Funko’s website, showcasing the power of authentic player activations.
NFLPA Choice Award – BreakingT
Selected by NFLPA staff, BreakingT was honored for its bold, creative designs that authentically highlight NFL Players and their on-field moments.
“Our partners continue to show how powerful and versatile NFL Players’ rights can be when used with imagination and purpose,” said Matt Curtin, President of NFL Players Inc. “These Licensees of the Year honorees have found innovative ways to put players at the center of products and experiences that resonate with fans everywhere. From breakout brands to established leaders, each has expanded the reach of our athletes and raised the bar for creativity in sports licensing.”
Established in 2015, the annual awards highlight partners driving both cultural relevance and commercial growth in sports licensing. Winners were selected by a panel of NFLPA executives, evaluated on factors such as the diversity of players featured, creativity in product development, effectiveness of marketing and promotions, positive use of player rights, and overall financial growth.
NFL Players Inc. manages the group rights of more than 2,000 active players, connecting brands to the authenticity, reach and cultural influence of NFL athletes. Supporting 150+ partners across retail, e-commerce, digital, and direct-to-consumer channels, it drives growth and player revenue through group licensing, activations and brand collaborations that bring fans closer to the game. Backed by the strength of the NFLPA, which has represented players since 1956, NFL Players Inc. keeps athletes at the center of the football business.
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