PRO PLAYERS is the Sports Marketing arm of the CFL Players Association. It is our mission to integrate our most valuable asset; the players, as personalities on and off the field. The following emphasize our core objectives towards this goal.
- Express to our contacts the inherent value of relationship with the PRO PLAYERS' brand and athletes.
- Demonstrate the value add through association with PRO PLAYERS, and deliver unmatched service for our sponsors, partners and licensees.
- Represent player interest in all promotional endeavours in local and national markets.
- Build PRO PLAYERS' brand awareness to drive revenues for the Player and the Association.
- Be outstanding regional and national community partners.
WHAT IS CFLPA PRO PLAYERS?
PRO PLAYERS is the licensing, marketing, sponsorship and media division of the CFL Players Association. Formed in 2003, PRO PLAYERS represents more than 450 active players in the communities they live, work and play in.
Activities include marketing, licensing, special events, corporate sponsorship, media, website (CFLPA.COM) and other promotional programs. PRO PLAYERS goal is to generate guaranteed royalties to itself and its players, in addition providing financial support to the CFLPA. PRO PLAYERS represents a truly unique type of athlete that most professional sports leagues cannot compare to. We are committed to creating valuable marketing opportunities for all our members while increasing the brand consciousness of PRO PLAYERS.
FREQUENTLY ASKED QUESTIONS
What is the PRO PLAYERS Relationship to the CFLPA?
PRO PLAYERS is the auxiliary marketing arm of the CFLPA, responsible for all CFL player licensing and marketing activity. A portion of the revenue generated by PRO PLAYERS funds the operation of the CFLPA.
What is the PRO PLAYERS’ relationship to the CFL?
PRO PLAYERS and the CFL are separate marketing entities. We work in conjunction with the CFL and the Member Clubs on commercial projects involving the use of four (4) or more CFL players. In these cases the CFLPA has the exclusive privileges to use all CFL players’ intellectual property rights in relation to commercial endeavors.
What Trademarks can PRO PLAYERS utilize?
PRO PLAYERS does not own the CFL or member club marks for commercial purposes with one exception: Trading Cards.
PRO PLAYERS can produce and distribute CFL player trading cards with League and individual Team marks. For all other commercial applications PRO PLAYERS works with the League and Teams.
How many players can I use?
PRO PLAYERS licensing programs can utilize as few as ONE (1) player up to (485) players League wide. CFL or Team Licensee programs that utilize four (4) or more CFL players in conjunction with any marketing, advertising or sales initiatives must have the approval of the CFLPA. This includes products that are sold at retail or used as promotional or premium items that use the player’s intellectual property. The player’s may be depicted individually or as part of a series or collectively with other players.
Any use of a players intellectual property (instances involving only a single player), require either the written consent of that player, or the CFLPA. The CFLPA will facilitate the use of individual players.
How does PRO PLAYERS own Player’s image rights?
When a CFL Player signs a CFL Standard Player Contract (SPC), he agrees to the CFLPA's right to use his photograph, name, likeness and autograph for commercial purposes. The CFLPA has assigned and will continue to assign these rights to PRO PLAYERS.
HOW DOES PRO PLAYERS GENERATE REVENUE?
PRO PLAYERS does business with several companies, including licensing agreements with companies in categories such as trading cards, fantasy football, player appearances, apparel, and other licensed products. Those companies pay licensing fees and royalties to PRO PLAYERS on the sale of licensed products and/or player endorsements for the use of player’s names, images and the PRO PLAYERS trademarks.
Any players that are singled out to promote licensed products are paid additional fees for being highlighted on product packaging, point of sale, print ads or other collateral material, for autographs, appearances, product endorsements and commercials.
PRO PLAYERS also generates additional revenue to support community programs, PRO PLAYERS initiatives at Grey Cup including the PRO PLAYERS VIP Party, and other promotional opportunities throughout the year.
HOW IS PRO PLAYERS STRUCTURED?
PRO PLAYERS works on behalf of all players to create additional revenue streams for the players and the CFLPA.
PRO PLAYERS STAFF AND CFLPA EXECUTIVE:
PRO PLAYERS
Mike Morreale - VP of Marketing and Business Development
Deanne Mitchell - Executive Assistant
Jay Haugen - Licensing Counsel
CFLPA Executive:
Stu Laird - President
Jay McNeil - 1st Vice President
Scott Flory - 2nd Vice President
Marwan Hage - Member at Large
Ed Molstad - Legal Counsel
Office Staff:
Shauna Stanley