In professional sports, the connection between athletes and brands is more integrated and, in many cases, moved far beyond conventional product endorsement. Marketers and product developers realize the growing power of athlete’s reach and influence, and athletes oftentimes become part of the company’s ethos. The NFL Players Association has built platforms and developed industry-shifting approaches to help support companies--from startups to established brands-- leverage the marketing and licensing potential of professional athletes. In this session learn from experts on ways to align with the right athletes, based on their personas and interests, reach new and devoted audiences through content, emerging technologies, and disruptive ideas.