NFLPA Connects Six Player Camps with Partners Through Pilot Program

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During the off-season, hundreds of NFL players give back to their local communities in dozens of different ways, with youth football camps routinely topping the list. The NFL players who host and lead these camps are not just teaching football fundamentals.

They are promoting healthy living habits, boosting self-esteem, highlighting the importance of teamwork, and much more. Participants learn these valuable life lessons directly from the pros they admire most, leading to an unforgettable experience.

This year, NFL Players Inc., the marketing and licensing arm of the NFLPA was proud to support six player-led community football camps through a new pilot program. The initiative connected NFLPA staff, licensees and business partners with player camps across the country.

Oyo, Fathead, Panini America and Fanatics generously donated new merchandise to be distributed to camps. Youth received product such as authentic licensed trading cards, collectibles, decals and t-shirts personalized with the camp logo.

The camps selected had to meet certain criteria to be eligible for the pilot program. For example, the camp must be in at least its second year. Additionally, to have his camp be considered, a player must be active in his community year-round and also needed to obtain a letter of recommendation from his team’s NFLPA Player Rep.

Six players were chosen to have their camps supported in this pilot program.

  • Michael Crabtree, Oakland Raiders wide receiver: Crabtree’s youth camp in Lancaster, Texas, on June 13 was held in conjunction with a gala benefitting his Crab5 Foundation. The charity’s mission is to create an environment for inner city youth that encourages and promotes personal and professional development through cultural activities.
  • Gerald McCoy, Tampa Bay Buccaneers defensive tackle: McCoy’s June 13 camp in Oklahoma City focused on teaching youth not just on-field skills, but also important lessons about nutrition, health and fitness.
  • Mario Butler, Buffalo Bills cornerback: Butler’s football and cheer camp on June 20 in Jacksonville focused on teamwork, safety, nutrition, conditioning and hydration. The goal was to help develop sound fundamentals that can be used at any level.
  • Colin Cole, Carolina Panthers defensive tackle: Cole’s June 22-25 camp in Weddington, North Carolina focused on teaching proper, safe techniques for blocking and tackling as well and was committed to the individual development of fundamentals.
  • Chris Canty, Baltimore Ravens defensive end: Canty’s June 29-30 camp in New York City incorporated fun activities to appropriately channel the competitive nature in participants and expose them to the rewards of winning while also exposing them to healthy snack options.

The sixth camp was hosted by Washington Redskins quarterback Kirk Cousins. Pat Evans of the Grand Rapids Business Journal covered Cousins’ camp and the unique intersection of sports and business:

The NFL Players Association has selected Washington Redskins quarterback Kirk Cousins, a Holland Christian High School and MSU alum, for the program, which pairs camps with corporate partners to connect players with businesses and enhance the camp-going experience.

Corporate partners

The corporate partners for the camps are Oyo, Fathead, Panini America and Fanatics.

The partners decided the program would be a great way to showcase their products to the demographics they want to reach, said Ahmad Nassar, president, NFL Players Inc., the NFL Players Association marketing arm.

The sponsors, he hopes, find value in the organic marketing. He said a company like Panini America — better known in the past as Donruss — could give out packs of trading cards to 100 campers, and if five of the campers become avid collectors, it would be worth the company’s investment in the long run.

“We’re in the business of marketing,” Nassar said. “We wanted an authentic way to advertise that doesn’t feel like a commercial. This is a genuine example of product marketing.

“It also helps the players and adds to the campers experience where they come to exercise, meet their heroes. It accentuates the experience.”

Connecting players with companies

NFL Players Inc. is a bottom-line-driven organization, but it seeks to do more for its member players and the communities they serve, said George Hegamin, senior manager of player services, NFL Players Inc.

“A lot of our players do a lot of different things for their communities, from foundations to camps,” Hegamin said. “We want to help them gain exposure and further the things they do in their communities.”

The six camps are a test, but Hegamin said they’d like to be expand the program. He said the camps in the pilot are largely on the East Coast this year, for logistical reasons.

“We’re servicing 2,000 players, so, of course, we can’t support them all,” he said. “But we can choose the key demographics we want to serve to offer some very specific things in better ways.”

For the full article in the Grand Rapids Business Journal, click here.