Licensing & Merchandising

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…

Puma has agreed a five-year extension to its ball supplier agreement with Spain’s LaLiga and LaLiga 2, SportBusiness can exclusively reveal.

The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…

The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.  

Sporting goods company Puma has continued its aggressive ball supplier acquisition strategy by signing as the official technical partner of the Confederation of African Football (CAF)

Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?

Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…

Premier League Newcastle United will see its retail operations – run by the incumbent kit supplier Castore since the 2021-22 season – revert back to the club when Adidas takes over the technical role nex…

Konami has extended its agreement with FC Barcelona as rival footbal game developer EA Sports begins its title sponsorship of LaLiga

Adidas was keen to finalise a 10-year extension to its kit supply partnership with Manchester United to 2035, especially in the context of flat Q2 sales.

Sports streaming platform DAZN continues to attempt to diversify its revenue streams after agreeing a deal to sell sports merchandise from Fanatics through its platform

The International Cricket Council has begun the sales process for a long-term merchandise licensing partner for its major events between 2024 and 2031

PepsiCo has secured a multi-year agreement with EA Sports FC, the successor to the FIFA video game franchise, that will see its Pepsi, Gatorade and Lay’s brands promoted on the platform.

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.

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.

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