OneTeam Partners – Retail Merchandiser

Allowed to shiver
OneTeam Partners is a one-of-a-kind solution designed to help athletes make the most of their name, image and likeness rights

Aligning with world-class player associations, OneTeam Partners helps athletes maximize their Name, Image and Likeness (NIL) rights by focusing on four key areas: group licensing, athletes, content and venture capital investment.

Group Licensing is where OneTeam Partners particularly specializes – read more, Group Licensing is when athletes come together and leverage their collective NIL to make deals with brands. This is how athletes are included and paid for the use of their NIL in video games and on trading cards, jerseys, NFTs and other merchandise.

Retail Merchandiser chats with Nick Fisher, Vice President of Retail Development at OneTeam Partners, to learn more about the company and how it works with its customers to deliver maximum value. “We have launched a joint venture between the NFL Players Association (NFLPA), the MLB Players Association (MLBPA) and RedBird Capital Partners to maximize the collective value of athlete rights,” he begins. “We represent a range of business interests on behalf of athletes from the NFLPA, MLBPA, MLSPA, United States Women’s National Team (Soccer) Players Association (USWNTPA), WNBPA and US Rugby PA, and we also have several college partnerships.

“Just two years after launch, the company is valued at $ 2 billion and has succeeded in its mission to transform the way all athletes do business by placing them squarely at the center of the business ecosystem. Its commercial performances have underlined the immense value of the rights of athletes and are proof of the power of the collective in all sports. “

With licensing as its core business, OneTeam Partners strives to maximize the value of athlete name, image and likeness through a wide variety of product collections. “We represent the group rights of athletes in categories such as digital games, trading cards, clothing, merchandise and more,” says Nick. “We also work in other lines of business by offering a full suite of marketing solutions that help create authentic relationships between athletes and brands, providing integrated and turnkey solutions for sponsorship, marketing of athletes. athletes, content and digital marketing. “

Sports Licensing and Tailgate Show (SLTS)
OneTeam Partners’ license management team can draw on the experience and knowledge gained over a long history in the industry. “We have worked for and with some of the most powerful sports companies and brands in the world, including the Collegiate Licensing Company, adidas, the NFLPA, the US Olympic Committee and others,” acknowledges Nick. Creating and nurturing these types of relationships is an ongoing activity in the company, and something that has experienced additional challenges recently, thanks to the hardships brought on by Covid-19. Therefore, now that events such as the Sports Licensing and the Tailgate Show are back on the agenda, Nick and the team are eager to return to the exhibition halls, to have face-to-face discussions. face and re-establish that personal connection. “It is extremely valuable to reconnect in person to SLTS – the show is a great place to network and continue to educate the industry about OneTeam and the work we do on behalf of athletes,” confirms Nick.

“Although we don’t have a booth at the show, our entire licensing team will be present this year,” he continues. “SLTS is essential in our effort to connect with licensees and retailers and, among other things, build momentum towards the 2023 Women’s World Cup. OneTeam Partners represents commercial licensing rights for the USWNTPA and, as football’s popularity continues to grow, everything indicates that consumer demand for licensed products will be at an all time high as we head into the World Cup.

“Licensees and retailers need to prepare now for what we anticipate to be a highlight in licensed product sales at any women’s sporting event. The World Cup is in 500 days! We understand product deadlines and want to put licensees and retailers in the best possible position to enjoy the moment and the movement. The players of the United States Women’s National Team are among the most influential and powerful athletes in the world. They will contest their fifth World Cup title. “

2022 will also see other industry and category specific events, such as the Licensing Expo, appear on the OneTeam Partners calendar, where Nick noted the company will likely be attending.

As an added benefit, the Sports Licensing and Tailgate Show will provide an opportunity for OneTeam Partners staff to continue to build on the successful relationship the company has established with Panini America. Collectible cards are a key category for all of the athletes OneTeam Partners represents, and as it strives to introduce the group licensing model in college, it has prioritized this partnership with Panini. “Panini is the exclusive University Trading Cards partner for over 200 schools and the overlay of the name, image and likeness of current college athletes in future releases will create new, high-value products,” says Nick . “The group licensing model is essential for bringing large-scale licensed product programs, such as collectible cards, video games and jerseys, to school and sports athletes to market. “

As the market continues to grow for licensed sports-related products, Nick points out that alongside physical products like collectible cards, digital collectibles (non-fungible tokens or NFTs) are also growing in popularity. A notable product in this area was launched in August 2021, when WNBA Moments debuted on Dapper Labs’ Top Shot platform with incredible success. “Our WNBPA partners are incredibly excited about the early feedback, incredible exposure and the integration of players into a growing category in the licensed sports industry,” observes Nick.

“OneTeam facilitated the deal on behalf of the WNBPA and its players, and we continue to work closely with Dapper Labs to maximize the opportunities and product offering.

“Our digital / game licensing experts remain committed to innovating in every way possible and have masterfully combined the powerful NFT market with the established group licensing world, and this intersection has come to life in a major way with WNBPA and Top Shot. .

As the online market continues to grow and new sports gain in popularity, OneTeam Partners’ ability to stay ahead of the curve allows them to help their partners navigate a changing landscape. “Thanks to our work in sport and our vast expertise, we find ourselves increasingly at the center of much discussion within the sports licensing industry and sports media,” agrees Nick, before revealing an area of significant growth at the moment. “One of these important discussions is about supporting the growth of women’s sport, and we know that we can play an important role through licensed products. We call on all our partners to seize this opportunity. “

With the Men’s World Cup slated for November 2022 and the Women’s World Cup the following year, the sports licensing market looks forward to an exciting 24 months. As a result, Nick and his team have ambitious growth plans on the agenda. “We hope to both add new partners and expand the business of our existing partners in 2022,” says Nick. “We are also working to bring the group licensing model to varsity athletes. In addition, because of the rights we represent and the relationships we have, we will continue to shape broad categories, like collectible cards and video games.

“We also have to stress that 2022 is an incredibly important year for OneTeam Partners and the USWNTPA, as previously mentioned. There hasn’t been an opportunity in women’s sport like this, as we work to innovate in the licensed product space as the 2023 World Cup approaches. ”

After talking to Nick, it’s clear that OneTeam Partners takes pride in putting athletes first and making them a priority – he wants to transform the way all athletes participate in business. Nick identifies his business model as a real differentiator from other companies in the same market. “We are the only sports company specializing in collective athlete licensing rights,” he said. “In addition, we provide brands with broad and impartial access to athletes. “

By continuously developing authentic relationships between athletes and brands, OneTeam Partners remains firmly focused on its goal – to help athletes around the world maximize their collective value. v

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