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MOBILE GAMES

NFLPA Teams Up with TinyCo for “Family Guy” Game Promotion

By Glenn S. Demby, Esq.

Most of the major pro team sports leagues in the U.S. use a two-tiered licensing model, in which the team owners, represented by the league, license the team names, logos and trade dress, and the players, represented by the union, license the players’ names, likenesses, numbers and signatures. Historically, the lion’s share of licensing revenue has come from deals that bundle both sets of rights or license just the league properties.

But unions are also getting better at cutting their own independent deals. And no players’ union has been more aggressive in licensing players’ rights than the NFL Players’ Association (NFLPA). Sales of NFLPA licensed goods increased 10% in 2014, as compared to 3% to 5% growth in League sales.  The NFLPA doesn’t just tag along behind the League. It actively seeks out new opportunities for products that allow fans to connect directly to their favorite players.

The NFLPA’s Newest Promotion

The NFLPA’s newest venture is a collaboration with TinyCo, publisher of the “Family Guy: The Quest for Stuff” mobile game. Timed to exploit the buildup to Super Bowl 50, the “Road to the Big Game” promotion runs from January 18 to February 18 and enables game players to unlock and interact with NFL stars, past and present, with Tom Brady, Richard Sherman, Rob Gronkowski and Brett Favre among the players providing voiceovers or appearing as characters in the game.

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