Using a 'players as partners' approach to working with athletes, the NFL has been at the forefront of how to successfully create a win-win relationship for both the League and players. But the world of sports marketing with world-class athletes is rapidly evolving. Players are now creators. They're producers and business owners in their own right. Their extended families are often engaged as co-partners in extending and monetising their personal brands. In this session, some of the NFL's most successful stars, together with NFL's Chief Marketing Officer, will delve into the modern world of sports marketing, share best practices and unveil the true potential of how brands can leverage the power of players both on and off the field.