Licensing & Merchandising

Football
Licensing & Merchandising

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

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…
Football
Licensing & Merchandising

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…
Football
Licensing & Merchandising

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