Licensing & Merchandising

The Sportfive agency has strengthened its relationship with Fnatic by becoming the official sales agency for the London-based esports organisation on future global partnerships

Arsenal has become the first Premier League club to sign a sponsorship and licensing deal with Unagi, the makers of the NFT-driven fantasy football game, Ultimate Champions

Italian brand secures large package of rights with national governing body

The Brazilian Football Confederation (CBF) has signed a wide-ranging deal with blockchain and cryptocurrency provider Binance

RCD Espanyol has claimed a first for LaLiga, the top division of Spanish club football, by agreeing a sponsorship deal with iGaming token Crypto Snack that will lead to it accepting payments via cryptocurrencies

Hibernian and Rangers have been dealt a blow after Sportemon Go, a sponsor of both Scottish football clubs, stopped trading its non-fungible tokens

Gymnast expands ongoing relationship with Gap-owned brand

French sportswear manufacturer Le Coq Sportif has signed as the official kit supplier of the Argentine Olympic Committee (COA) in a deal that includes the Paris 2024 Olympic Games

Sorare, the football-focused non-fungible token trading platform, is launching a collection of online fantasy game NFTs featuring top Scottish footballers in a licensing agreement with the Scottish Professional…

The revived XFL has been threatened with legal action by media and commerce company Togethxr over the spring-season American football league's newly-released brand identity

The XFL has unveiled a new brand identity ahead of its planned return in February 2023, as well as a new slogan: “Tomorrow’s League Today.”

The Ultimate Fighting Championship (UFC) has signed an extension to its global licensing agreement with mouthguard brand Opro

French sporting goods retailer Intersport has extended its sponsorship and merchandising distribution agreement with the French Football Federation until 2024

The Laos-based MKTG Sports Agency has struck an agreement with LaLiga in Southeast Asia

FanCraze, the non-fungible token (NFT) licensee of the International Cricket Council, is to release a series of digital collectibles featuring memorable moments from the Women’s World Cup and T20 World C…

French soccer giant Paris Saint-Germain is looking to expand its presence in the United States by opening a flagship retail store on Fifth Avenue in Manhattan, New York City

Turkish blockchain company Bitci is thought to have requested payment delays in some of its deals with sports rights-holders and has paused fan token issues because of growing cryptocurrency regulations…