The NFL Player Brand University

Pioneering the first ever personal brand leadership university program in professional sports history

The Challenge:

Come up with a new model to shift the culture of player issues and liabilities in a way that will engage the rookie-athlete in building and protecting his name as an asset vs. a liability.

The Approach:

Design a breakthrough brand leadership program and new model to engage players as NFL brand ambassadors through the theme and concept of NFL Player Brand University. Velvet Suite designed and created the entire brand leadership experience. Melissa and her team were the top-rated trainers who were selected by the NFL to present to their players.

Results:

We delivered the first-ever Player Brand University reaching 330 rookies across 19 teams in five weeks. Our exit survey showed 95 percent of participants rated the overall program as excellent. Velvet Suite made history by being the first-ever personal branding leadership program in professional sports industry-wide. The program was recognized as one of the best NFL Player Development initiatives of its time, elevating the accountability and engagement of a new generation of NFL athletes. The breakthrough work with the NFL opened doors for Velvet Suite to consult other top sports clients, including the NBA, NCAA, Notre Dame, and more.

Exit survey showed 95 percent of participants rated the overall program as excellent. The program was recognized as one of the best-received NFL Player Development initiatives of its time, elevating the accountability and engagement of a new generation of NFL athletes.