First look at NFLPA Shop. (CBSSports.com)

The NFLPA will announce on Wednesday the opening of an online store -- the NFLPA Shop -- featuring on-demand, licensed apparel for every single NFL player, CBSSports.com has learned exclusively.

The online store (to be located at Shop.NFLPA.com) will provide three distinct benefits to individual NFL players: every single player (not just the most marketable ones) will have ready-to-sell items in the store, NFL players will receive up to 70 percent of the net proceeds for products sold, and players will be able to sell autographed memorabilia via consignment and auction, with the proceeds going directly to players or player-designated charities.

NFLPA Shop will also feature my personal favorite sports gear item: the jersey t-shirt. (Mrs. Brinson won't let me go to the grocery store in an actual jersey, oddly enough.)

"The unique thing about the whole shop is that now you can go online and order merchandise from a player that you really love. It can be an offensive lineman, a defensive lineman, it doesn't really matter," 49ers tight end Vernon Davis told CBSSports.com (listen to his full interview in the podcast below). "You can get their merchandise with their name on it, their number, it's going to be fantastic."

In terms of providing individual players revenue, the NFLPA Shop is an interesting exercise in marketing an individual's brand: each NFL player will have a customizable page with that player's products showcased. That means for fans of that player -- regardless of position, popularity, etc -- there's a one-stop shopping point for merchandise.

And while no one thinks that the majority of NFL players are hurting for money, the NFLPA Shop provides an additional revenue stream for individual players. Licensing fees and operating costs will obviously come off the top, but a player's ability to market himself via Twitter, Facebook or whatever other means can now equate to 70 percent of the net proceeds.

"[The shop] gives an opportunity for every NFL player that's not a marquee name on a team," NFLPA spokesman George Atallah said. "For that person not just to be marketed but for that person to generate some additional royalty revenues."

For elite players, making money on their name is nothing new. But for the average player who doesn't have a pile of endorsements or already-personalized gear online, this means a chance to increase brand management and put some coin in their pocket as well.

"It's just amazing to see something like this is being invented," Davis said. "I think my teammates will really appreciate this because now their families can go online and order merchandise with their number on it and they don't have to worry about going to outsiders and getting something made when they can just go right online to the shop and get the merchandise."

Additionally, try Googling "Autographed [Player Name] Football" (or "Jersey") and see what pops up. It's probably going to be an independent seller of sports memorabilia, Amazon or eBay. It's not going to be that player actually getting rewarded for their autograph or, more importantly, that player selling his autographed memorabilia to benefit a pre-selected charity.

It'll also be interesting to see how much of a bite the union's shop can take out of the NFL's shop: both offer men's, women's and children's Nike jerseys (along with other Swoosh gear) in addition to unique memorabilia and myriad collectibles.

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