EyeBlack Brand Soars On Deals With Pros And Colleges

EyeBlack was once the best kept secret in sports.  But through deals with the likes of Major League Baseball (MLB) and high-profile athletes, the Rockville, Md.-based company is establishing a national footprint in the sports world. 

Peter Beveridge, president of EyeBlack, came up with the innovative idea for the patches nearly a decade ago while watching a baseball game.

“I saw players wearing patches under their eyes and thought placing logos and messaging on that eye black would be embraced by athletes, beneficial to fans and a valuable business,” said Beveridge.

So despite a challenging economy, Beveridge quit his job with Sylvan Learning and incorporated EyeBlack in 2003.  His big break came when the football programs at the University of Maryland, Virginia Tech and the University of Miami tested the product with their players.  The patches were a hit, and the “EyeBlack Revolution” was underway. 

Athletes utilize EyeBlack to protect their eyes from the sun’s glare or promote a message, while fans wear it to express their support for a team/player.  EyeBlack products are made from latex free medical grade tape and manufactured solely in the United States.

Over the last year, Beveridge has aggressively sought to grow the brand by aligning with professional leagues and athletes.  EyeBlack secured a multi-year agreement with MLB to manufacture product bearing the marks for all 30 MLB Clubs, as well as the official MLB “silhouetted batter.” 

“Baseball fans are always looking for new ways to express their enthusiasm for the game and their favorite team, and the MLB Licensing Division is committed to continually innovating and being creative along with our licensees to meet that demand,” said MLB spokesman Jeff Heckelman. “In the eyes of fans, this endorsement gives their (EyeBlack) product the ‘seal of approval’ from Major League Baseball and sets them apart from their competitors.”

Each club tested the product during spring training and Heckelman said it was well received by players. They will wear the patches during the 2012 season.

For EyeBlack, the impact from the MLB relationship has been substantial.

“Looking outside of the MLB teams, our licensing deal with the league has been positive for us as the first three months of the year have been very good in terms of selling MLB branded product,” said Beveridge. “We’ve already sold over 250,000 pairs, and youth baseball teams named after a MLB team, such as the Orioles, are a great market for us as they can purchase product with their team name or logo on it.”

The company is also an officially licensed partner of Minor League Baseball (MiBL), and several hundred collegiate programs around the country wear custom EyeBlack.

The direct partnerships with the athletes, however, have helped EyeBlack leverage its position in the marketplace.  The company’s largest group comes from the NFL and includes Brian Urlacher, Marshawn Lynch, LaMarr Woodley and Stevie Johnson. 

According to Marco Gentile, adjunct professor of sports marketing at Loyola University, aligning with professional sports leagues/players provides marketing advantages.

Said Gentile, “Ultimately, it comes down to building a level of authentication, whereby people think that ‘if the pros use it, I should use it too because it works for them.’ These partnerships with professional leagues and players allow an emerging brand such as EyeBlack to break out of the clutter, gain a stronger share of voice, and make consumers notice their product.”

While he’s working with players, an item that is high on Beverage’s list is a relationship with the NFL itself.

“Becoming a NFL licensee would be a quantum leap for our company and put EyeBlack on a whole new level,” stated Beveridge.

Deals with professional sports leagues can be complex, but meaningful if properly executed.

“Licensing deals can be very expensive, but they definitely provide a high level of value if you’re looking to build your brand, move product and gain separation from competitors,” said Gentile. 

EyeBlack has been successful in capitalizing on its partnerships in the sports world, reaping benefits from both a branding and sales perspective.  In 2011, it sold six-million pairs of product while continuing to advance its position in the niche product category.