The NFL Players Association through NFL Players Inc., the union’s licensing and marketing arm, tapped ride-sharing company Lyft for a 2017 season partnership, which kicked off last week in Philadelphia as part of the NFL Draft. At the end of February, the NFLPA’s deal with Uber expired, the union confirmed to SportTechie on Monday.
For the upcoming year, all active players will be eligible to receive $250 in Lyft ride credits and additional credits via social media promotion. Players will be able to redeem credits in 30 of 32 league cities. Through the partnership, Lyft will also be assisting those players who are nearing the end of their careers with further guidance while also working with the NFLPA to incentivize former players to drive for Lyft as they transition to the next chapter of their life.
“This partnership will do so much for our players,” Ahmad Nassar, President of NFL Players Inc. said in a statement. “First and foremost, it allows players league-wide to have a consistent and safe option for rides. But more than that, Lyft will provide career and business opportunities for both active players and those transitioning to life after football.”
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Added David Baga, Chief Business Officer at Lyft in a statement: “It is an honor to partner with the NFLPA and support the player community. We’re thrilled to provide safe, reliable transportation for the players and the people they care about.”
Whether it’s a ride from the airport or to a restaurant, Seattle Seahawks cornerback Richard Sherman said that “being able to take a safe and convenient ride from Lyft delivers peace of mind.”
“Having the NFLPA partner with Lyft, which provides great, reliable ride options there at your fingertips, is a huge win for players,” Sherman said in a statement.
In the past year, Lyft has gained wide-spread media attention for its Undercover Lyft initiatives with NFL players like New York Giants wide receiver Odell Beckham, Jr., New England Patriots tight end Rob Gronkowski and the Seahawks’ Sherman. The three separate Surprise N Delight experiences for fans generated over seven million YouTube views alone.
With the new relationship, the NFLPA will leverage Lyft for player-event transportation as well as for employees at special events.
Uber had first partnered with the NFLPA in 2013 before the latest deal expired.