Destination Clubs and the NFL
We've mentioned Exclusive Resorts, a luxury residence club, before. It's just one of the destination clubs that has popped up in the last few years. Exclusive Resorts has now partnered up with The National Football League Players Association (NFLPA). Exclusive Resorts will make a $25,000 charitable donation on behalf of NFLPA and for each NFLPA member who joins Exclusive Resorts, the club will make an additional contribution to a charitable organization designated by the NFLPA. The Helium Report questions whether former NFL players are the right association for a luxury brand but as they point out, former quarterback Steve Young already appears in ads for Private Escapes and the New England Patriots have a deal with Dream Catchers. It seems to me that for the most part, an association with the NFL doesn't detract from the exclusivity factor but only increases it.