With the NFL regular season only weeks away, an Arizona "Shark Tank" graduate has scored a key apparel licensing deal with the league.
Phoenix-based Noggin Boss, that has been, um, turning heads with its oversized caps for the past few years, now has one of its biggest deals yet. This year, it gained a license with NASCAR team Hendrick Motorsports, and now, the NFL.
Given the amount New Era pays for National Football League licensing and sideline rights, it was a political triumph, with former NFL Vice President of Consumer Products Rhiannon Madden, who now heads consultancy 11 East Management, deftly practicing the requisite shuttle diplomacy.
Pro forma, Noggin Boss was granted a novelty headwear license, so New Era was satisfied that those freakishly large caps won’t cost it sales and shelf space for its NFL products. The retail pricing is also markedly different: Noggin Boss’ NFL “caps” retail for $120 on its own site; the priciest NFL caps on New Era's site carry a retail price tag of only $45.99.
The new NFL license — a separate Dallas Cowboys deal is pending — grants Noggin Boss distribution rights within sporting goods, fan shops and its own e-commerce site. Retailers signing on so far are NFL Shop, team stores (including the Kansas City Chiefs, Green Bay Packers and Pittsburgh Steelers) and national retailers including Dick's Sporting Goods, Fanatics, Lids and Rally House.
I'll be curious if the NFL indicia rights add enough legitimacy for Noggin Boss to add other big stick-and-ball licenses, especially Major League Baseball. Another recent license was granted by the U.S. Olympic & Paralympic Committee.
"We’re talking with every league and also looking hard at entertainment licenses," said Madden.
Prior to the NFL deal, Noggin Boss has also established licensing rights with more than 40 colleges, including Alabama, Louisiana State, Oregon, Tennessee and Texas.
Noggin Boss received a $50,000 investment for a 30% stake in the startup from investor Daymond John when its founders appeared on the March 11, 2022, edition of "Shark Tank" on ABC-TV.
The four-year-old startup is owned by co-founders Gabe Cooper and Sean Starner. Noggin Boss was one of the category winners at the 2023 AZ Inno Fire Awards earlier this year.
The Phoenix Business Journal contributed to this article, which was originally published by the Sports Business Journal.
