NFLPA Honors 2024 Licensees of the Year: Peace Collective, Aristocrat, FOCO, and Homage


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Brandon Parker, Senior Communications Manager



LAS VEGAS, NV – The NFL Players Association has recognized Peace Collective, Aristocrat, FOCO, and Homage as its 2024 Licensees of the Year. These prestigious awards, initiated by the NFLPA in 2015, now include a new fourth category this year called “People's Choice.” These awards acknowledge NFLPA licensees who have excelled in creativity and effectively used NFL player group licensing rights over the past year.

Award Categories and Winners

  • Best Breakout Product: Brand new as a licensee in the fall of 2023, fashion apparel company Peace Collective made significant strides with its NFLPA license. Their new line of player-centric t-shirts and crewneck sweatshirts marks their very first “breakout” NFLPA collection. Previously an NFL-only licensee, Peace Collective saw the power of the player, which drew them to acquire their NFLPA license. Their collection not only highlights the appeal of NFL players but also supports mental health charities, with a mission to donate a portion of each sale towards reaching a $1 million donation goal by 2030. The company’s innovative design and cause-related marketing, including a planned player-supported photo shoot, earned them this year’s title.
  • Best Use of Group Player Rights: Aristocrat has redefined gaming experiences with its Super Bowl Jackpots, the first-ever slot machine featuring the likenesses of 850+ NFL players. Launched in 2023, this machine quickly became the top slot gaming machine in the U.S. Aristocrat is set to expand its NFL player-themed games across both casino floors and digital platforms.
  • Best Player Activation: FOCO (Forever Collectibles), a leading sports merchandise retailer, launched a social media campaign with NFL defensive linemen promoting overalls, generating over 1.1 million impressions. This effort highlighted lesser-known players, enhancing their visibility and demonstrating the power of collective player appeal in marketing. FOCO’s apparel, now available across all teams and leagues, includes extended sizes, catering to a broad audience.
  • People’s Choice Award: Homage took player partnership to a new level with its Team HOMAGE collection, creating designs in authentic collaboration with NFL players. Notable collaborations like those with Denzel Ward and Cam Heyward not only bolstered charitable causes but also captured and shared the players’ stories. The collection’s success was highlighted by impressive sales figures and social media impressions, emphasizing the power of authentic storytelling in sports marketing.

“Our licensing partners have demonstrated exceptional creativity and commitment in utilizing the NFLPA’s group licensing rights. It’s vital to recognize those who have gone above and beyond by featuring a diverse array of NFL players in their products, which not only enhances product authenticity and broadens the appeal and impact of our athletes across various consumer markets but also maximizes fan engagement and market reach,” said Matt Curtin, President of NFL Players Inc. “This year’s Licensees of the Year, highlighted by our new People’s Choice category, have set new standards in innovation and inclusivity, advancing the collective profile and commercial prospects of players.”

Licensees were judged by a panel of NFLPA licensing executives based on several factors including the diversity of NFL players featured in their products, effectiveness of marketing and promotional activities, creativity in product development, positive use of players’ rights, and growth in financial performance.

As the marketing and licensing arm of the NFLPA, NFL Players Inc. manages exclusive group licensing rights for 2,000+ active NFL players across more than 90 licensees. Their efforts have fostered significant achievements, including generating $2.75 billion in retail sales across various categories. By utilizing exclusive group player rights, licensees can create compelling products that resonate deeply with consumers, spanning apparel, hard goods, collectibles, and digital applications.