Objective:

Strengthen the National Football League Alumni Association brand beyond its current level and increase revenues through sponsorship and membership growth.

Key Strategies:

• Develop unique properties to expand the brand in NFL markets
• Partner with local and national NFL Alumni personalities to promote the brand
• Raise awareness of existing events and assets
• Develop value proposition for potential sponsors
• Identify weaknesses in the current marketing strategy

Methods: 

• Create and launch the NFL Alumni Academy
• Create and launch the NFL Alumni Pro Day Experience
• Procur new sponsorship opportunities that had not previously existed
• Create coaching certification process to expand camp opportunities
• Develop international events

Results:

• Developed paradigm-shifting in-season player replacement program used by all 32 NFL teams
• Introduced partnership with colleges, universities and high schools to encourage exploration of off-field careers in sports
• Generated new sponsorship revenue
• Provided job opportunities for NFL Alumni
• Created Diversity Development Program for former players and coaches to develop skills to gain employment for NFL teams
• Launched NFL Alumni branded eSports League and facilitated a partnership with eSports TV as a distributor for the NFL Alumni eSports League