Veteran executives Matt Grandis and Ross Meltzer to oversee commercial development for premium rights holders across sport, entertainment and media 

Washington, D.C., June 6, 2024 – Winners Alliance, an organization transforming athlete rights and commercialization in global sports, has partnered with Team Playmaker, a new sales, marketing and partnerships agency representing best-in-class rights holders across sport, entertainment, and media. Led by veteran executives Matt Grandis and Ross Meltzer, Team Playmaker will serve as an extension to rights holders, crafting strategic ideas and building impactful partnerships that connect brands, properties and fans to accelerate growth strategies and elevate athletes’ collective power.

Team Playmaker will serve as the official partnership development agency of Winners Alliance, bringing new commercial opportunities to Winners’ affiliate athlete collectives worldwide including the Professional Tennis Players Association (PTPA), Federation of International Cricketers’ Associations (FICA), EuroLeague Players Association (ELPA), and Michael Johnson’s new track & field venture. Team Playmaker will also work with additional rights holders, commercial brands and properties across sport, entertainment and media. 

“The creation of Team Playmaker represents an exciting opportunity to diversify our work and elevate our impact,” said Matt Grandis, Co-Managing Partner of Team Playmaker. “This venture, backed by the strength of Winners Alliance, allows us to be dynamic and innovative in our work to generate more meaningful, memorable, and measurable growth for our partners. We’re eager to help our longstanding partners meet their unique business objectives and we look forward to exploring new opportunities across sport, entertainment, media, lifestyle and culture.” 

“Teaming up with Winners Alliance was an obvious choice given our shared focus on athletes’ best interests, imaginative thinking, and impact,” said Ross Meltzer, Co-Managing Partner of Team Playmaker. “We’re excited to drive results for Winners Alliance’s diverse and inspiring athletes as well as a myriad of other best-in-class partners. There is tremendous potential for sport and entertainment to catalyze business growth, brand building, and internal impact, and we will be wholly focused on harnessing and unlocking that potential for our partners.”

Team Playmaker will provide end-to-end sales and marketing solutions across various functions including research and analysis, strategy and ideation, go-to market narrative, asset creation, business intelligence, digital strategy, partnership sales execution and revenue generation. The agency will work with partners to create and unlock new commercial opportunities around partnerships, sponsorships, athlete marketing, content, naming rights, jersey patch sales, events, activations, licensing, and more.   

“Winners Alliance is proud to partner with Team Playmaker and we recognize this as a milestone in our commitment to maximizing athletes’ collective power,” said Eric Winston, President of Winners Alliance. “We’re confident that Team Playmaker will create innovative and impactful opportunities for our athletes at scale, and will set the standard for effective marketing strategy and revenue generation for the sports and entertainment industry as a whole. Ross and Matt have unparalleled track records and we’re excited to work alongside them to transform commercialization in global sports.” 

Grandis and Meltzer boast more than 50 combined years of sales and marketing experience. Prior to launching Team Playmaker, the Co-Managing Partners led commercial efforts at CSM Sport & Entertainment where Grandis served as Chief Commercial Officer and Meltzer served as President of Properties and Chief Business Officer. Throughout their careers, Grandis and Meltzer have overseen commercial activities and sales and marketing strategy for a variety of premium brands, properties and rights holders across Formula 1, NFL, MLB, global football, domestic soccer, tennis, rugby, college sports, mass participation/running, media, and entertainment. 

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About Winners Alliance

Winners Alliance is a global, athlete-centric commercial solution focused on optimizing, protecting, and maximizing athletes’ collective value through the creation of novel group licensing, partnership, sponsorship, content, event and investment opportunities. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA), Federation of International Cricketers’ Associations (FICA), and EuroLeague Players Association (ELPA), representing the group commercial rights of hundreds of athletes worldwide and creating scalable commercial opportunities that are impactful for athletes and partners alike. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X.  

About Team Playmaker

Team Playmaker is a global sales, marketing and partnerships agency representing best-in-class rights holders across sport, entertainment, and media to accelerate growth strategies. Team Playmaker serves as an extension to rightsholder teams, crafting strategic ideas and building impactful partnerships that connect brands, properties and fans. Learn more at www.teamplaymaker.com. 

Media Contacts

david.cooper@winnersalliance.com 

ELPA and Winners Alliance form exclusive partnership to unlock commercial opportunities for players in Europe’s top basketball league

Frankfurt/Washington, D.C., May 20, 2024 – The EuroLeague Players Association (ELPA) and Winners Alliance, an organization transforming athlete rights and commercialization in global sports, today announced an exclusive commercial partnership to optimize the commercial rights of the more than 300 professional basketball players competing in EuroLeague. This partnership represents a historic first in collective commercial rights management for EuroLeague players. 

Among its initial priorities, Winners Alliance will advise ELPA leadership on organizing and aggregating players’ group commercial rights. Additionally, Winners Alliance will consult with ELPA on its collective bargaining efforts and strategies to prevent unauthorized use of players’ names, images and likenesses. 

“The team at Winners Alliance has unmatched experience in understanding and maximizing the value of athlete rights on a global scale,” said Boštjan Nachbar, ELPA Managing Director. “They have a proven track-record from working with the most prestigious player associations in the world. With their expertise, we are eager to explore and create new, meaningful and comprehensive opportunities for our players. This is a crucial step for ELPA in safeguarding and expanding IP rights and opportunities of our members. Our cooperation will help players become more visible and will ultimately benefit the growth and potential of EuroLeague and basketball in general.”

“This partnership between Winners Alliance and ELPA is truly groundbreaking,” said Eric Winston, President of Winners Alliance. “It comes from our shared goal of empowering athletes and looking out for their best interests by maximizing their value throughout their careers and beyond. Our collaboration with ELPA is all about tapping into opportunities available to their players and changing the game for how athlete rights are handled globally. Winners Alliance remains committed to unlocking athlete potential and pioneering innovative initiatives across global sports, and EuroLeague players in particular have tremendous potential to capitalize on their commercial rights. We are excited to explore these opportunities together with ELPA.”

Winners Alliance recently spearheaded the first group licensing program in professional tennis through its partnership with the Professional Tennis Players Association (PTPA), led by Novak Djokovic and Vasek Pospisil, and has since partnered with premium brands like Fanatics Collectibles, Hilton, Priority Pass and TUMI, directly contributing to players’ off-court financial upside and visibility. Earlier this year, Winners Alliance partnered with the Federation of International Cricketers’ Associations (FICA), taking a previously-fragmented group rights structure and transforming it into a first-of-its-kind opportunity to work with 500+ men’s and women’s cricketers worldwide. The company also announced its alliance with legendary sprinter Michael Johnson to build a new and improved track & field model dedicated to empowering runners, protecting their rights and creating novel opportunities. 

ELPA was founded in 2018 out of necessity among professional basketball players to protect and provide stability to their working conditions and benefits. 

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About ELPA

EuroLeague Players’ Association represents the players’ unified voice in regards to EuroLeague Basketball and assists their members in achieving their goals, on and off the court. Through collective bargaining with EuroLeague Basketball and the EuroLeague clubs, ELPA seeks to achieve a higher level of protection of players’ individual and collective rights and to improve the working conditions, economic benefits, and job security of all its members.

In collaboration with specialists in various sports fields, ELPA provides support for players’ physical and mental well-being. ELPA also engages in organisational, financial, educational, and marketing activities which advance the economic stability and security of its members. To learn more, visit www.elpa.basketball and follow @ELPA on LinkedIn, Instagram and X.  

About Winners Alliance

Winners Alliance is a global, athlete-centric commercial solution focused on optimizing, protecting, and maximizing athletes’ collective value through the creation of novel group licensing, partnership, sponsorship, content, event and investment opportunities. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA) and Federation of International Cricketers’ Associations (FICA), representing the group commercial rights of hundreds of athletes worldwide and creating scalable commercial opportunities that are impactful for athletes and partners alike. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X.  

Media Contacts

For Winners Alliance: david.cooper@winnersalliance.com 

For ELPA: s.sylla@elpa.basketball

First Large-Scale, Officially Licensed Fantasy Tennis Game to Feature Tommy Paul, Jessica Pegula, and Many More Professional Tennis Stars

Washington D.C., March 20, 2024 – The Professional Tennis Players Association (PTPA) and its commercial affiliate, Winners Alliance, have formed a groundbreaking collaboration with Fungiball, a leading developer in the next-generation fantasy tennis gaming sphere. This innovative partnership will bring forth the first large-scale game of its kind, featuring over 250 professional men’s and women’s tennis players. Fungiball has secured rights to showcase the names, images, and likenesses of these players in their upcoming officially licensed tennis game.

Scheduled for launch in late March 2024, Fungiball’s web3 fantasy tennis game promises an unparalleled gaming experience. The license gives Fungiball immediate access to hundreds of top ATP and WTA tennis players, allowing fans the opportunity to play with their favorite stars such as Felix Auger-Aliassime, Alexander Bublik, Tommy Paul, Jessica Pegula, Caroline Garcia and many others. The game not only financially supports featured players, but also fosters novel engagement opportunities with fans, contributing to the overall growth and visibility of the sport.

“With over 250 professional tennis players, Fungiball offers unparalleled authenticity in the Fantasy Tennis universe,” stated Ahmad Nassar, PTPA Executive Director. “Our collaboration with Fungiball reinforces the PTPA’s and Winners Alliance’s commitment to supporting players with new, incremental revenue-generating opportunities and empowering them to maximize their off-the-court value.” 

“We are committed to providing a high-quality gaming experience for tennis fans worldwide,” expressed Jean Matias, CEO of Fungiball. “Fungiball merges the excitement of professional tennis with blockchain technology. We’re thrilled to provide gamers and tennis fans a more immersive and interactive experience by featuring a robust lineup of the sport’s biggest stars and next-generation talents.”

Fungiball is a play-to-earn game that seamlessly combines the thrill of professional tennis with the transformative power of blockchain technology. Users have the opportunity to craft unique game avatars, each endowed with four core skill sets: Serve, Return, Mental, and Power. To enhance their avatar’s proficiency, users can engage in weekly online tournaments—mirroring the professional tennis schedule—or utilize the Fungiball marketplace to collect and trade digital cards (NFTs) featuring their preferred men’s and women’s players.

Each player’s digital card encapsulates essential attributes, including Serve, Return, Mental, and Power ratings, along with distinctive factors such as favorite court type. As the on-court performances and results of real-life players fluctuate throughout the tour season, the skills ratings, value, and rarity of their corresponding Fungiball NFTs also evolve.

Since its establishment in 2022, Winners Alliance has consistently secured novel, player-centric commercial opportunities with premier brands such as Hilton, Topps, TUMI, and Priority Pass. Eric Winston, President of Winners Alliance, added, “Fungiball is an exciting addition to our growing portfolio of partners. Fungiball’s commitment to providing fair market value and increased visibility to players aligns with Winners Alliance’s athlete-centric model. We look forward to continuing to provide players and their teams with dynamic and impactful opportunities.”

The marketplace is now live here and features dozens of players, with additional players added throughout 2024. Gameplay will be available to users beginning late March 2024.

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About the Professional Tennis Players Association

The Professional Tennis Players Association (PTPA) is a global organization that unites and mobilizes tennis players to foster transparency and fairness in professional tennis. As an independent entity, the PTPA is dedicated to advancing and safeguarding the rights of professional men’s and women’s tennis players throughout their careers. By prioritizing crucial aspects such as health and safety, schedules, rules, purses, benefits, and education, the PTPA endeavors to build an equitable and sustainable competitive environment for present and future generations of players. Headquartered in the Washington, D.C. area, the PTPA operates on a global scale. For more information, visit www.ptpaplayers.com and connect with @ptpaplayers on social media.

About Winners Alliance

Winners Alliance is a global, athlete-centric commercial solution dedicated to creating novel group licensing, sponsorship, partnership, content, investment and event opportunities for world-class athletes collectively. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA) and Federation of International Cricketers’ Associations (FICA), representing the group commercial rights of hundreds of athletes worldwide. Among its pioneering initiatives, Winners Alliance aims to establish a sustainable group licensing program encompassing video games, trading cards, collectibles, and related opportunities. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X.

About Fungiball

Fungiball is a next-generation, play-to-earn fantasy tennis game built on blockchain technology. Users create their own virtual tennis player avatars by collecting digital cards representing the real-life skills of over 250 men’s and women’s professional tennis players. By collecting players’ cards, which are divided into four categories (Power, Service, Return, Mental) and three rarity levels (Silver, Gold, Platinum), users build their own avatar and compete in weekly tournaments for the chance to win premium prizes such as rare Fungiball cards, tennis equipment, tickets, and much more. Fungiball’s digital marketplace is now live, with game play scheduled to launch in late March 2024. Visit fungiball.io to play and learn more. 

Media Contacts

Winners Alliance & PTPA: david.cooper@winnersalliance.com

Fungiball: contact@fungiball.io

The Professional Tennis Players Association partnership with Priority Pass – via Winners Alliance – bolsters the mission to help alleviate travel burdens of pro tennis players

Washington, D.C., February 28, 2024 – The Professional Tennis Players Association (PTPA), global advocates for professional tennis players, today announced Priority Pass as an official partner. This marks a significant step in supporting the travel needs of players worldwide who have a desire to decompress during their rigorous travel schedules.

This announcement comes on the heels of a global survey recently commissioned by Priority Pass that shows 53 percent of travelers say visiting an airport lounge has improved their ability to switch off and relax during their travels.

Facilitated by the PTPA’s for-profit affiliate Winners Alliance, the partnership grants hundreds of professional tennis players complimentary Priority Pass Prestige memberships – which includes the most comprehensive benefits of the three membership tiers to maximize comfort. Priority Pass Prestige membership includes:

• Lounge access that provides a sanctuary of peace and quiet, away from the bustle of the airport so players can recharge between tournaments

• Complimentary food and beverages, including access to healthy dining throughout the day with wellness in mind

• Access to lounge alternatives including sleeping pods*, pre-flight spa treatments* and restaurant experiences* (*At select airports) 

“Priority Pass is a thoughtful and natural addition to our growing family of PTPA partners given the rigorous travel schedules for professional tennis players,” said Vasek Pospisil, PTPA Executive Committee member. “We’re always looking for ways to make our travels more comfortable, and we’re grateful that Priority Pass is committed to supporting players in our day-to-day lives.”

Priority Pass, renowned as the world’s leading provider of airport lounges and experiences, boasts 1,500 lounges in over 700 cities and 145 countries. A transformative brand founded in 1992 and continuing to grow to this day, Priority Pass has been providing frequent travelers with award-winning independent airport lounge access worldwide. With the professional tennis tour spanning 30 countries over 11 months, players who face one of the most demanding travel schedules in all of professional sports now have access to seamless, premium airport experiences across the globe.

“Priority Pass is proud to partner with the Professional Tennis Players Association enabling us to directly impact players and their overall travel experience,” said Sheryl Pflaum, President, Collinson Americas (operator of Priority Pass). “These athletes deserve to travel with ease of mind and comfort thereby empowering them to play at their highest level. This meaningful partnership allows players at all levels equitable access to the full benefits of our program, thus enhancing the growth of their careers.”

Ahmad Nassar, PTPA Executive Director, stated, “The PTPA’s partnership with Priority Pass is another strategic step in supporting professional tennis players worldwide through new benefits, services, and opportunities. World-class athletes deserve world-class support, and we know Priority Pass will provide players with added comfort and convenience during their travels.”

Added Eric Winston, President of Winners Alliance: “We are dedicated to creating opportunities that enhance the lives of professional athletes. This partnership with Priority Pass aligns with our mission, providing a tangible and valuable benefit to our members as they crisscross the globe in pursuit of their athletic dreams.”

The PTPA, through Winners Alliance, has strategically crafted this partnership to address the unique challenges players encounter, aligning with its broader mission of creating an equitable and sustainable competitive environment.

About the Professional Tennis Players Association

The Professional Tennis Players Association (PTPA) is a global organization that unites and mobilizes tennis players to foster transparency and fairness in professional tennis. As an independent entity, the PTPA is dedicated to advancing and safeguarding the rights of professional men’s and women’s tennis players throughout their careers. By prioritizing crucial aspects such as health and safety, schedules, rules, purses, benefits, and education, the PTPA endeavors to build an equitable and sustainable competitive environment for present and future generations of players. Headquartered in the Washington, D.C. area, the PTPA operates on a global scale. For more information, visit www.ptpaplayers.com and connect with @ptpaplayers on social media.

About Priority Pass

Priority Pass is operated by Collinson, the global, privately-owned company dedicated to helping the world to travel with ease and confidence. Priority Pass is the world’s original and market-leading airport experiences programme. We provide travelers with access to over 1,500 airport lounges and travel experiences in over 700 airports in 145 countries. Members can access an ever-growing range of premium experiences – from spas to sleeping pods to dining – that help elevate every journey into something special. By building partnerships with other leading brands, we help to bring a better travel experience to the world.

About Winners Alliance

Winners Alliance is a global, athlete-centric commercial solution dedicated to creating novel group licensing, sponsorship, partnership, content, investment and event opportunities for world-class athletes collectively. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA) and Federation of International Cricketers’ Associations (FICA), representing the group commercial rights of hundreds of athletes worldwide. Among its pioneering initiatives, Winners Alliance aims to establish a sustainable group licensing program encompassing video games, trading cards, collectibles, and related opportunities. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X.

Media Contacts

For PTPA & Winners Alliance: david.cooper@winnersalliance.com
For Priority Pass: Aaron Kokoruz: aaron.kokoruz@ketchum.com

The multiyear partnership names Hilton as PTPA’s Official Hotel & Lodging Partner, supporting players on tour with exceptional hotel stays and exclusive experiences for Hilton Honors members

WASHINGTON D.C., January 24, 2024 – The Professional Tennis Players Association (PTPA) is excited to announce a new global partnership with Hilton (NYSE: HLT). In this multiyear exclusive collaboration, Hilton will serve as the Official Hotel & Lodging Partner of the PTPA, offering unparalleled benefits, and world-class hospitality to professional women’s and men’s tennis players who are often managing the stresses of a rigorous travel schedule.

 “The possibilities this partnership opens up for players are truly exciting,” said Bethanie Mattek-Sands, PTPA player executive committee member and nine-time doubles major champion. “As professional tennis players, we spend most of the year living in hotel rooms around the world. Having Hilton as an official global partner will ensure we have access to high-quality accommodation options and benefits that elevate our travel experiences. This is a game changer.”

 As part of its partnership agreement, Hilton will extend elite benefits to PTPA members who sign up to participate in Hilton Honors, offering players the best of the Hilton experience through its award-winning loyalty program. With over 180 million members globally, Hilton Honors strives to make travel more valuable, more flexible and more personalized for every type of traveler, whether on the road for work, leisure and everything in between.

 “We are thrilled to announce our global partnership with the Professional Tennis Players Association (PTPA), further extending our Hilton hospitality to some of the world’s finest athletes with memorable stays at all of our 22 hotel brands,” said Mark Weinstein, chief marketing officer, Hilton. “As we continue to build this alliance, we also look forward to creating exciting content with the world’s top tennis players and curating money-can’t-buy experiences and access for our Hilton Honors members. From offering holistic wellness experiences and dining options, to empowering our guests with greater choice and control over their stay through the Hilton Honors app, at Hilton, we know the important role a Hilton stay has on making sure you can be your best – even when furthest away from home.”

 PTPA Executive Director Ahmad Nassar said, “This collaboration tackles our travel challenges, enabling players worldwide to spend less time worrying about accommodations and more time focusing on their game. Aligning with Hilton, known for crafting world-class experiences, underscores their investment in our players’ lives and livelihoods.”

 Recognizing tennis’s massive fan following globally, Hilton will also work with several professional women’s and men’s tennis players to create content that tells the unique stories of players’ experiences traveling the world on tour. Additionally, Hilton and the PTPA will curate exclusive experiences for Hilton Honors members, centered around the biggest moments in tennis.

 Winners Alliance, the for-profit affiliate of the PTPA, facilitated this partnership. President Eric Winston said, “Uniting Hilton and the PTPA is a significant stride in amplifying player benefits and advancing the business of working with tennis players. Hilton’s investment in this program, alongside its commitment to creative content and promotion, paves the way for a future marked by dynamic collaborations dedicated to benefiting players and promoting partnership growth.”

About the Professional Tennis Players Association

The Professional Tennis Players Association (PTPA) is a global organization that unites and mobilizes tennis players to foster transparency and fairness in professional tennis. As an independent entity, the PTPA is dedicated to advancing and safeguarding the rights of professional men’s and women’s tennis players throughout their careers. By prioritizing crucial aspects such as health and safety, schedules, rules, purses, benefits, and education, the PTPA endeavors to build an equitable and sustainable competitive environment for present and future generations of players. Headquartered in the Washington, D.C. area, the PTPA operates on a global scale. For more information, visit www.ptpaplayers.com and connect with @ptpaplayers on social media.

About Winners Alliance

Winners Alliance is a global, athlete-centric commercial model dedicated to creating novel group licensing, sponsorship, partnership, content, investment and event opportunities for world-class athletes collectively.  Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA) and Federation of International Cricketers’ Associations (FICA), representing the group commercial rights of hundreds of athletes worldwide. Among its pioneering initiatives, Winners Alliance aims to establish a sustainable group licensing program encompassing video games, trading cards, collectibles, and related opportunities. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X.

About Hilton

Hilton is a leading global hospitality company with a portfolio of 22 world-class brands comprising more than 7,500 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 180 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and Youtube.

Media Contacts

For Hilton: Lauren DeBettencourt: lauren.debettencourt@hilton.com 

For the PTPA & Winners Alliance: david.cooper@winnersalliance.com

Athlete-centric Winners Alliance to represent and manage select collective rights of FICA’s 500+ cricketers from across the 13 FICA-affiliated countries worldwide

Cricketer and marketing executive, Tim Cruickshank, appointed Winners Alliance VP of Commercial Partnerships, Asia-Pacific, as the company opens first international office in Australia

Melbourne, Australia, January 11, 2024 – Winners Alliance today announced an exclusive, long-term global commercial partnership with the Federation of International Cricketers’ Associations (FICA). This unprecedented collaboration with cricketers marks a significant milestone in the history of the sport. Winners Alliance will represent and manage select global group rights for more than 500 of the world’s best cricketers from FICA’s 13 country affiliates, with the goal of optimizing players’ collective commercial value through novel marketing and licensing opportunities. The partnership follows the recent aggregation and acquisition of relevant player rights via FICA’s commercial arm, FICA Global Player Rights Ltd, working in collaboration with players, their national associations and agents around the world. 

Among its first initiatives with FICA, Winners Alliance will create a sustainable group licensing program encompassing video games, trading cards, collectibles, and various related categories. This is the first player-led and endorsed group licensing program combining the name, image and likeness (NIL) rights of professional cricketers around the world. In addition, Winners Alliance will provide direct funding to FICA, which will assist the association’s core advocacy work and ensure better protections for players globally into the future.

“We’re thrilled to team up with FICA to generate new, innovative commercial opportunities for cricketers worldwide,” said Eric Winston, President of Winners Alliance. “Cricket’s global popularity speaks for itself, and its prominence will only continue to grow. We’re excited for all the possibilities this new partnership presents, and we’re looking forward to driving untapped value to cricketers across the entire cricket ecosystem.”

Tom Moffat, Chief Executive of FICA, said: “Winners Alliance is led by the best in the world, with a proven track record of running player-led group licensing programs. We’re excited to be working with the Winners team to spearhead our first global group licensing program on behalf of cricketers worldwide. We’re also excited about the multi-sport opportunities this partnership will bring and know that Winners Alliance will be a key part of helping us to protect and optimise value for players affiliated to FICA and the game.”

Neeta Sreekanth, Chief Growth & Development Officer of Winners Alliance, added: “Winners Alliance is committed to innovation and focusing on the athlete’s best interest. This groundbreaking venture with FICA is a testament to the mission and strength of Winners Alliance. This partnership is designed to organize a previously-fragmented group rights structure in a dominant global sport, transforming it into a first-of-its-kind opportunity to work with professional cricketers around the world as a collective.”

Pat Cummins, Australia Men’s Cricket Captain, stated: “This is an amazing opportunity for cricketers globally. We’ve seen other sports and athletes benefit from and prove the success of  group licensing models, including in the US sports and now in tennis. We’re really happy to be behind a new wave of collective global marketing and licensing opportunities for players and the sport through FICA and its partnership with Winners Alliance.” 

Jos Buttler, England Men’s White Ball Cricket Captain, said: “Collectivising certain group commercial rights globally has made complete sense for cricketers affiliated to FICA, to help to stop unauthorised use of player image and attributes, and to generate new opportunities for players and the whole game. We’re looking forward to being part of the Winners group, and to other athletes joining the cricketers and tennis players in time.” 

Sophie Devine, New Zealand Women’s Cricket Captain, added: “Players increasingly understand the benefits and importance of working together collectively across countries through FICA and we can’t wait to see what new and player-centric opportunities Winners Alliance generates.” 

FICA is the second players association to team up with Winners Alliance since its establishment in 2022. Winners Alliance focuses on optimizing, protecting, and maximizing athletes’ collective value through the creation of novel, athlete-centric group licensing, partnership, sponsorship, content, event and investment opportunities. Following the collaboration with the Professional Tennis Players Association (PTPA) in August 2022, Winners Alliance pioneered the first-ever group licensing program in professional tennis history. This initiative has led to various opportunities for tennis players globally, partnering with premier brands such as Fanatics Collectibles (Topps), TUMI, and La-Roche Posay.

To spearhead its expansion and collaboration with athletes worldwide, Winners Alliance has appointed veteran cricketer and marketing executive Tim Cruickshank as Vice President of Commercial Partnerships, Asia-Pacific. Based in the new Sydney office, Cruickshank will oversee Winners Alliance’s commercial efforts in the region, shaping strategies for the company’s marketing and licensing initiatives. 

“I’m delighted to join Winners Alliance and to continue working to empower athletes with new commercial opportunities,” said Cruickshank. “Winners Alliance is establishing itself as a global leader in creating scalable opportunities that are impactful for world-class athletes and brands alike. I’m eager to continue to expand that impact in the Asia-Pacific region and we are looking forward to connecting players with top-class partners to establish healthy and long-term relationships.”

Before joining Winners Alliance, Cruickshank played a pivotal role in the growth of the Australian Cricketers’ Association, serving as executive general manager of the Cricketers’ Brand, a business arm developed to manage players’ intellectual property and generate commercial outcomes. A former cricketer, Cruickshank represented the New South Wales Blues from 2010-2014 and the Sydney Thunder during the inaugural season of the Big Bash League.

About Winners Alliance

Winners Alliance is a global, athlete-centric commercial solution focused on optimizing, protecting, and maximizing athletes’ collective value through the creation of novel group licensing, partnership, sponsorship, content, event and investment opportunities. Launched in August 2022, Winners Alliance serves as the for-profit affiliate of the Professional Tennis Players Association (PTPA) and Federation of International Cricketers’ Associations (FICA), representing the group commercial rights of hundreds of athletes worldwide and creating scalable commercial opportunities that are impactful for athletes and brands alike. To learn more, visit www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram and X. 

About the Federation of International Cricketers’ Associations

FICA is the world players’ body in cricket.

Established in 1998, FICA is a democratic player-driven organisation that brings together the world’s ‘organised’ professional cricketers under an international body which focuses on matters that affect the players collectively, and the global game. FICA cares about:

Players: Serving players’ collective interests globally

The Game: Positively influencing the direction of the global game

Players’ Associations: Strengthening and growing

To learn more, visit www.thefica.com 

Media Contacts

For Winners Alliance: david.cooper@winnersalliance.com 

For FICA: media@thefica.com 

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Washington, D.C., September 6, 2023 – The Professional Tennis Players Association (“PTPA”), global advocates for professional tennis players, today announced the designation of international travel and lifestyle brand TUMI as an official global partner. The partnership, created by the PTPA’s for-profit affiliate Winners Alliance, will provide hundreds of professional women’s and men’s tennis players with a selection of TUMI products to help make their travels more seamless throughout the season’s tournaments. In addition, TUMI will have a presence at the PTPA’s player activations and tournaments, with the brand’s first appearance occurring at the PTPA Players Party in New York City in August.

“We’re so excited to have TUMI join as an official PTPA partner. As professional tennis players, we spend most of the year traveling around the world, so having a premier luggage brand with us on the road will definitely improve our overall experience and daily life,” said PTPA Executive Committee member Bethanie Mattek-Sands. “I’ve always looked for the highest-quality luggage, backpacks and bags that can withstand the constant travel required on tour, and I’m happy to see the support that TUMI is providing to all players on our journeys.”

“As a PTPA partner, TUMI recognizes the world-class value of professional tennis players,” said Ahmad Nassar, Executive Director of the PTPA and CEO of Winners Alliance. “This partnership is a core part of the PTPA’s mission to support players across the globe and help add value and opportunities with a player-first focus.”

TUMI will also be the presenting partner of an end of season award for the most traveled men’s and women’s players. The winners will be selected based on the number of countries in which each player has competed and the award will acknowledge their resilience throughout the season’s journeys.

“TUMI has a longstanding history of excellence and pushing boundaries and a commitment to creating world-class, high-performance essentials that are able to keep up with the lives of those constantly on the move,” said Jill Krizelman, Senior Vice President of Global Marketing and eCommerce at TUMI. “We are thrilled to partner with the PTPA as we recognize the large demands of its world-class athletes along with our shared ethos and undeniable synergies.

Follow along with the PTPA and TUMI throughout the tennis season on @ptpaplayers and @tumitravel, and shop at TUMI.com and TUMI stores worldwide.

About Winners Alliance

Winners Alliance, the PTPA’s for-profit affiliate, was founded in August 2022 to generate and maximize off-the-court commercial opportunities for players and their agents, emulating the successful model of players associations in other sports. Among its first initiatives, Winners Alliance will establish a sustainable group licensing program for video games, trading cards, collectibles, and related opportunities.

About the Professional Tennis Players Association

The PTPA is uniting and mobilizing tennis players from around the globe to create transparency and fairness throughout decision-making in professional tennis. In August 2022, the PTPA launched Winners Alliance, a for-profit affiliate, to generate and maximize off-the-court commercial opportunities for players and their agents, emulating the successful model of players associations in other sports. Collectively, through the PTPA, professional tennis players are building an equitable and sustainable competitive environment for players today and for generations to come.

About TUMI

Since 1975, TUMI has been creating world-class business, travel and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com. TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2023 Tumi, Inc.

Media Contacts

David Cooper
david@mvppr.com
Winners Alliance/PTPA

Alexandra Gillis
alexandra.gillis@tumi.com
TUMI

Nicole Colasanto
ncolasanto@weareshadow.com
SHADOW