Licensing & Merchandising

Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…

Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.

The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe Clan.

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.

Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues

Just days after announcing an extensive new deal with Juventus, global sports merchandising firm Fanatics has sealed a similar long-term agreement with New Zealand Rugby.

Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.

Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge

Uefa has opted to canvass the agency market again for global commercial rights sales to its flagship club competitions in a request for proposal process inviting bids over three or six seasons.

French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.

Winners Alliance, the organisation that represents the collective IP of athletes, has appointed Team Playmaker, a new sales, marketing and sponsorship agency founded by former CSM executives Matt Grandis and Ross Meltzer, as its official partnership development agency.

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.