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NFLPA extends social media partnership with Opendorse

The NFL Players Association (NFLPA), the official players’ union of the American football league, has signed a five-year extension to its partnership with athlete marketing platform Opendorse.

The renewed deal, brokered by the NFL Players Inc. licensing and marketing arm of the NFLPA, will retain Opendorse as the social media activation partner for NFL players and allow them to share official content via social platforms.

Since the partnership began in 2013, over 850 NFL players have used Opendorse to share branded content via social, while more than 3,500 player-driven social campaigns have been executed.

In addition, over 200 brands have been able to utilise Opendorse to connect with NFL players, while more than one billion fans have been reached through social media.

The extension comes after NFLPA in November last year joined forces with the Women's National Basketball Association players’ union and the US women’s national football team to launch the REP Worldwide group player representation business. REP stands for Representing Every Player.

REP Worldwide offers licensing and brand management services to athlete-driven sports properties, providing the ability for athletes to support athletes in growing their business. The NFLPA plans to leverage Opendorse’s distribution platform for athletes to approve and share content from their brand partners.

Ahmad Nassar, president of NFL Players Inc., said: “Our players and business partners have embraced Opendorse to share content on social media. As player-driven marketing becomes prevalent, we have no doubt that Opendorse will continue to be extremely valuable to the NFLPA, the players, and our partners.”

Blake Lawrence, chief executive of Opendorse, added: “Ahmad and I sat down in 2013 to discuss the value of social media and its impact on the future of NFL player marketing. I felt inspired, knowing that Opendorse’s vision to help athletes and brands connect on social was shared by the biggest association in sports.

“I’m proud that five years later, we’re living that vision and helping more than 2,500 athletes worldwide provide 1,500 brands with access to sports fans.”