The NFL Players Association, led by Executive Director DeMaurice Smith, is drafting a major league media dealmaker to advise it on financial matters as it hashes out a new labor contract with team owners.

UBS media banker Aryeh Bourkoff is working with the players union to make sense of the league’s existing business models, as well as explore new ones, particularly in emerging areas such as social media, sources said.

The NFL took in $7.8 billion in revenue during the 2009-10 season, with 50 percent, or $4 billion, derived from TV licenses and sponsorships, according to Needham & Co. analyst Laura Martin. An additional $2 billion comes from ticket sales and the balance from other sources.

“UBS has been brought in to help with valuation of everything from the aggregate profits to how their business model works to what should be the right distribution and opportunities to expand the pie,” said one source.

Bourkoff is also looking to better tap revenue from such places as Twitter, Facebook and Google’s YouTube. YouTube, for one, has been aggressive in seeking sports content in recent weeks.