NFLPA Names Topps, Hasbro, Bocce’s Bakery, Peace Collective and Miniclip 2026 Licensees of the Year
Annual awards from one of the world’s largest licensors, recognize officially licensed partners redefining what’s possible with NFL player group rights
WASHINGTON, D.C. - From trading cards and dog treats to purpose-driven apparel and mobile gaming, NFL players are showing up in more corners of culture and commerce than ever before. The NFL Players Association, through its marketing and licensing arm NFL Players Inc., today announced its 2026 Licensees of the Year, recognizing partners that are finding creative ways to use player group rights to connect athletes and fans.
For more than a decade, the annual awards have recognized official partners that put players at the center of their work. This year’s honorees showcase the growing reach and versatility of player licensing, tapping into the athletes’ personalities, passions and influence on and off the field.
2026 NFLPA Licensees of the Year
Best Breakout Licensee: Topps
Topps made an immediate impact with its player licensing program, led by the launch of Topps Chrome and a campaign that brought together the energy of the hobby, the personalities of players and the excitement of the chase. The release generated strong marketplace demand while creative inserts, player involvement and memorable card pulls helped fuel conversation among collectors and fans. The successful launch demonstrated both the enduring power of cards and the opportunities created when players become an active part of the collecting experience.
Best Breakout Product: Bocce’s Bakery
Ahead of the 2025 season, Bocce’s Bakery teamed with NFL Players Inc. for a first-of-its-kind, player-driven dog treat collection celebrating players, their dogs and the personalities behind each flavor. Featuring players including Tee Higgins, Chris Godwin and Kyle Juszczyk, the collection gave fans an unexpected and personal way to connect with athletes away from the field. By bringing player storytelling into an entirely new consumer category, Bocce’s showed how NFL player rights can create products that feel both fresh and genuinely connected to the athletes behind them.
Best Use of Group Rights: Hasbro
For the 2025 season, Hasbro worked with the NFLPA to pick 48 of the game’s biggest stars to bring fans a fresh take on its iconic Guess Who? game. Featuring standout players from all 32 clubs, the NFL edition transformed the classic guessing game into a celebration of football fandom, blending player personalities, signature looks, and on-field accomplishments into an engaging experience for fans of all ages. To amplify the launch, Hasbro teamed up with NFL stars including A.J. Brown, Amon-Ra St. Brown, and Puka Nacua, who put their football knowledge to the test in head-to-head matchups with fellow players, generating excitement and showcasing the game's unique connection to the league's biggest personalities.
Best Player Activation: Peace Collective x A.J. Brown
Peace Collective partnered with A.J. Brown to launch “Check on Your Teammates,” a first-of-its-kind campaign centered on mental health and connection. Timed to World Mental Health Day, Brown helped create a capsule apparel collection designed to spark conversation, with proceeds supporting the Centre for Addiction and Mental Health Foundation (CAMH) research. The campaign turned Brown’s commitment to mental health into a powerful example of player-driven purpose and impact.
PA Choice Award: Miniclip, Football Head Coach
Selected by NFLPA staff, Miniclip’s Football Head Coach is being recognized for its growth, creativity and distinctive integration of NFL players into the mobile gaming experience. By continually finding new ways to make players central to gameplay, creative player card features and fan engagement, Football Head Coach has created another meaningful digital touchpoint between athletes and fans while demonstrating the versatility of NFL player rights in the rapidly evolving gaming marketplace.
“NFL players are brands, storytellers, creators and cultural forces, and our partners continue finding new ways to bring that to life,” said Matt Curtin, President of NFL Players Inc. “From trading cards and dog treats to purpose-driven apparel and mobile gaming, this year’s winners showcase the growing reach and versatility of player licensing. What makes these partnerships so exciting is that they all put players and their personalities at the center, creating authentic fan connections for brands."
Winners were selected by a panel of NFLPA and NFL Players Inc. executives and evaluated across factors including creativity and innovation, player integration, marketing and promotion, diversity of players featured, positive use of player rights, fan engagement and overall commercial performance.
NFL Players Inc. manages the group rights of more than 2,000 active NFL players, connecting brands with the authenticity, reach and cultural influence of professional football players. Supporting more than 150 partners across retail, e-commerce, digital and direct-to-consumer channels, NFL Players Inc. drives growth and player revenue through group licensing, marketing activations and brand collaborations that bring fans closer to the players they follow. 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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About the NFL Players Association
The National Football League Players Association (NFLPA) is the union for professional football players in the NFL and headquartered in Washington, D.C. Established in 1956, the NFLPA has a long history of protecting the health, safety and financial future of its more than 2,000 player members, who are the backbone of North America's most popular and highest revenue-generating sport. Through a wide offering of programs, resources and engagement opportunities, the NFLPA provides world-class service to players throughout their career lifecycle and builds solidarity to advocate on their behalf in the areas of healthcare, revenue, compensation and working conditions. The current CBA will govern the sport through the 2030 season. Learn more at nflpa.com.
About NFL Players Inc.
NFL Players Inc. is the for-profit marketing and licensing arm of the NFLPA. Founded in 1994, 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. It supports over 150 partners -- including licensees, sponsors, and media platforms -- across e-commerce, retail, digital and direct-to-consumer channels. NFL Players Inc. drives growth and generates player revenue through group licensing, player activations and brand collaborations that bring fans closer to the game. Backed by the strength and legacy of the NFLPA, NFL Players Inc. ensures that players remain at the center of the business of football. Learn more at nflpa.com/partners/players-inc.