Licensing & Merchandising

Football

Scottish Football Marketing, the new commercial arm of Scotland’s football bodies, has named Brendan Napier of multinational brewing company Molson Coors as its first commercial director.
Football

The Sportfive agency has been named as the ‘Official Sales Partner’ for EA Sports FC, the first iteration of the newly branded football video game, formerly known as the Fifa series.
Football

Uefa is inviting sponsorship bids from companies in the branded watch category for Uefa men’s club competitions for the 2024-27 commercial cycle.
Motorsport

Formula 1 has agreed a multi-year deal with Puma, making the German sportswear and equipment manufacturer an official provider of the motor-racing championship
Multiple Sports

Athletes Unlimited, the player-focused professional women's sports league for basketball, softball, lacrosse and volleyball, is releasing its first trading card set through a partnership with Topps and…
Football

A change in strategy at AB InBev has let in Carling to exploit FA Cup rights, while Budweiser supports the England national teams and holds Wembley Stadium pouring rights. Matthew Glendinning reports.
Rugby Union

The British & Irish Lions have opted to extend their approach to commercialising the team’s overseas tours by entering into a joint venture with Rugby Australia.
Motorsport

Dorna Sports, the commercial rights-holder of the MotoGP motorcycling championship, has recruited the National Basketball Association’s Dan Rossomondo as its new chief commercial officer.
Canoeing

The International Canoe Federation (ICF) has agreed a new broadcast rights deal with China Media Group (CMG), the Chinese state media company, along with striking sponsorship and licensing agreements in…
Football

Digital trading card platform OWNIC has announced a new licensing agreement with Benfica
Tennis

The Professional Tennis Players Association (PTPA) for-profit commercial affiliate, Winners Alliance, has reached an agreement with Fanatics Collectibles to provide men's and women's trading card set programs…
Ice Hockey

Global merchandising and sports retail company Fanatics has expanded its connection with the National Hockey League in a landmark deal through which it will replace Adidas as the organisation’s official u…
US College Sport

Retail chain Dick's Sporting Goods has been named the official sporting goods retailer of the National Collegiate Athletic Association (NCAA) ahead of the marquee men's and women's NCAA basketball tournaments…
Football

The Scottish Football Association (SFA), Scottish Professional Football League (SPFL) and Scottish Women’s Premier League (SWPL) have announced the creation of a centralised commercial operation that t…
Football

The IMG agency is looking to widen its work with the Arab Gulf Cup Football Federation (AGCFF) beyond the existing remit currently focused on broadcast and sponsorship rights sales, according to Robert…
Esports

The World Squash Federation (WSF) has closed a deal with the Virtual Sports Association and game design studio One Hamsa centred on the endorsement of virtual reality game Racket:Next
Multiple Sports

Fanatics Collectibles, the trading cards and collectibles division of sports merchandise and digital platform Fanatics, has announced Ken Turner as its first chief marketing officer