Licensing & Merchandising

Football
Sponsorship & Marketing

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.
Multiple Sports
Licensing & Merchandising

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
Cricket
Licensing & Merchandising

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

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.
Football
Industry Moves

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
Licensing & Merchandising

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
Licensing & Merchandising

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
Licensing & Merchandising

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
Licensing & Merchandising

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
Sponsorship & Marketing

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
Licensing & Merchandising

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
Industry Moves

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
Licensing & Merchandising

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
Licensing & Merchandising

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

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
Licensing & Merchandising

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
Licensing & Merchandising

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
Governance

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…