Licensing & Merchandising

Football

Uefa, football’s European governing body, has signed a multi-year extension to its licensing agreement with Electronic Arts, granting continued exclusivity of its club competitions to video game developer E…
Multi-sport

Sports nutrition company Ready Nutrition has announced it is joining the competitive and crowded US sports drink industry
US College Sports

Planned reboot of popular video game series arrives with a host of thorny unanswered licensing and development questions
Baseball

Broadened availability contemplated in multiyear contract extension
Basketball

Euroleague Basketball has agreed a licensing deal with UK-based headwear manufacturer Tokyo Time to make competition-branded caps until the end of its 2022-23 season
Mixed Martial Arts

Trading card and sports sticker manufacturer Panini has been awarded an exclusive global trading card licensing agreement for mixed martial arts’ Ultimate Fighting Championship.
Football

Games publisher Konami has seen off interest from rival EA Sports to secure a licensing and sponsorship rights deal with the Asian Football Confederation for the 2021-24 cycle
Basketball

Sporting goods retailer Decathlon has announced a new multi-year merchandising agreement with the National Basketball Association
Football

Uefa and the Team Marketing agency have initiated the process to invite offers for licensing rights across four more categories for the 2021-24 club competitions cycle
Football

Mirko Hellweg has become the second long-serving commercial executive to be leaving Schalke 04, bringing down the curtain on just under two decades at the Bundesliga club
Esports

The IMG agency has worked with Epic Games to enable 23 football clubs to appear in the publisher’s popular Fortnite title.
Mixed Martial Arts

The Ultimate Fighting Championship has entered into a multiyear partnership with US online clothing retailer Zappos
Multi-sport

Chinese conglomerate Suning is looking to sell a stake of up to 40 per cent in its Italian Serie A football club Inter Milan, and is in talks with UK-based private equity firm BC Partners - Reuters/CNA Adi
Baseball

Rare trading card of late Hall of Famer sold for $5.2m.
Multi-sport

Spanish LaLiga side Atlético de Madrid has announced an extension to its e-commerce and manufacturing deal with sports merchandising giant Fanatics that will take the agreement up to 2025.
Football

The National Women's Soccer League expansion team in Kansas City will have temporary branding during its inaugural season in 2021 due to the tight turnaround in joining the league
US College Sports

The National Collegiate Athletic Association is widely expected to delay a potential landmark vote this week on legislation that would permit college athletes to cash in on their fame for the first time
Football

Major League Soccer's Chicago Fire has announced it will drop its redesigned logo following the 2021 season following a backlash from club supporters