“You’re right, not many people outside football know Schutt Sports, but the company is the world’s #1 maker of football helmets and faceguards – we own 55-60% marketshare in helmets (in youth, HS, college and pro ranks). 3 out of 4 professional players take the field wearing some piece of Schutt gear. Even though we don’t have a license from the NFL, like Riddell, we have about 35% marketshare in the NFL. That means their teams buy our helmets, as opposed to wearing the free ones from Riddell… And with the only helmets in the world that use padding that’s superior to traditional foam padding, you’re only going to be hearing more from us. We introduced two new helmets for the 2008 season and the response has been unprecedented.”

That said, my point still stands that the AAFL needs partners who can enhance its image with consumers and television execs. Equipment partners are good to have, but won’t do the trick.