THINK New Ideas Inc. said that the company
has been selected by National Football League Players Inc.,
the licensing and marketing unit of the NFL Players Association (NFLPA), to
design, develop and co-market the new Players Inc. Interactive Network .
The partnership will utilize THINK’s WebMechanic technology to create a
network of individual Web sites for about 1,800 active and 200 retired NFL
players. This network will provide a platform for every player to communicate directly with
their fans while at the same time creating new revenue opportunities for the
partnership.
Billings were not disclosed.
New York City-based Think said the Players Network will focus on creating a
virtual Players Inc. Interactive Media Channel, providing the opportunity to
open new marketing channels and business development opportunities, form
strategic alliances and enhance licensee and corporate partner support via
online interactive promotions and product development.
Sponsors of the site will include MBNA America and EA Sports.
“By combining THINK’s marketing, technology and creative expertise we believe
we can create a strong virtual brand for Players Inc. as well as a virtual
business and communications channel designed to explore new markets, reduce
costs, and strengthen fan loyalty worldwide,” said THINK chairman and chief
executive officer Ron Bloom.
“By leveraging THINK’s interactive communications and technology solutions, as well as their
branding and marketing expertise, we’ll be able to build our brand online
while marketing our players as both personalities and professional athletes,” said Pat Allen, executive vice president and COO of Players Inc.
THINK’s automated Web site and intranet building and management tool enables
real-time generation of thousands of customized sites while providing the
ability to edit, create and refresh content from any location in a non-technical
process. THINK will also provide ongoing maintenance and back office support
for the network.
Using WebMechanic, the players themselves will have the ability to update and
personalize their sites directly.
THINK said it plans to integrate online and off-line features, such as a
weekly radio show and various Players Inc.-sponsored and produced television shows,
as well as providing updated statistics, merchandising opportunities, digital
trading cards and various licensee offerings.