Sports News Southwest

San Diego, California - Recently drafted players including Chiefs DT Glenn Dorsey, Jets DE Vernon Gholston, Rams DE Chris Long, Miami T Jake Long and Falcons QB Matt Ryan will learn the importance of personal brand management as part of NFL Player Brand University, beginning May 16.

In its first year, the program will consist of two brand boot camp sessions designed to teach new players the fundamentals of brand development, by combining their on-field achievements with the community and business opportunities they pursue off the field.  The sessions, which are mandatory for rookies and open to veterans, will be held at 19 NFL team facilities throughout May and June.

The program is part of an NFL Player Development initiative to assist players in taking a proactive approach to their career development by fully utilizing club and league resources to positively position themselves in their community.  According to Michael Haynes, NFL Vice President of Player and Employee Development, “NFL Player Brand University is designed to help players develop and execute a brand strategy that will help them maximize their NFL experience and enjoy a successful career within and beyond the game.  Our goal is to give every player who comes through the league the ability to fully leverage this once-in-a-lifetime opportunity.”

The brand boot camp sessions will be presented in partnership with Velvet Suite Marketing Consulting Group, Inc. (VSMCG), a firm specializing in branding influential companies and individuals.  VSMCG designed the curriculum and will conduct the training sessions.  It will be implemented at participating clubs by a team of presenters, including community relations, public relations, and marketing staff members and a VSMCG facilitator.  Players will be presented with case studies involving current and former athletes as well as successful personalities and philanthropists who demonstrate how they make community and business decisions that shape their overall brand.

While learning about brand management, players will work to develop their own Brand Action Plan, defining their identity and image goals based on personal preferences and interests.  Players will work with team Player Development staff throughout the season to select opportunities that help them to achieve those objectives.  They will be able to use the NFL Brand Playbook throughout their first season as a reference to making wise decisions as they adjust to their new surroundings.  NFL Player Brand University’s curriculum also will be included at the 2008 Rookie Symposium in San Diego, CA in June.

Below is the NFL Player Brand University schedule for this year’s 19 participating teams: 

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