Licensing & Merchandising
Espanyol sets LaLiga first with Crypto Snack deal
RCD Espanyol has claimed a first for LaLiga, the top division of Spanish club football, by agreeing a sponsorship deal with iGaming token Crypto Snack that will lead to it accepting payments via cryptocurrencies
Sports NFT platform Sportemon Go ceases token trading
Hibernian and Rangers have been dealt a blow after Sportemon Go, a sponsor of both Scottish football clubs, stopped trading its non-fungible tokens
Simone Biles and Athleta debut signature clothing line for girls
Gymnast expands ongoing relationship with Gap-owned brand
Le Coq Sportif signs as official supplier to Argentine NOC
French sportswear manufacturer Le Coq Sportif has signed as the official kit supplier of the Argentine Olympic Committee (COA) in a deal that includes the Paris 2024 Olympic Games
Sorare secures Scottish Premiership NFT licensing deal excluding Rangers
Sorare, the football-focused non-fungible token trading platform, is launching a collection of online fantasy game NFTs featuring top Scottish footballers in a licensing agreement with the Scottish Professional…
XFL threatened with legal action over new brand identity by Togethxr
The revived XFL has been threatened with legal action by media and commerce company Togethxr over the spring-season American football league's newly-released brand identity
XFL unveils new brand identity, merchandise ahead of 2023 return
The XFL has unveiled a new brand identity ahead of its planned return in February 2023, as well as a new slogan: “Tomorrow’s League Today.”
UFC extends long-term association with Opro
The Ultimate Fighting Championship (UFC) has signed an extension to its global licensing agreement with mouthguard brand Opro
Intersport renews FFF merchandising distribution deal
French sporting goods retailer Intersport has extended its sponsorship and merchandising distribution agreement with the French Football Federation until 2024
MKTG Sports Agency awarded LaLiga commercial remit in Southeast Asia
The Laos-based MKTG Sports Agency has struck an agreement with LaLiga in Southeast Asia
FanCraze launches women’s Crictos; strikes ‘multi-year’ deal with Cricket West Indies
FanCraze, the non-fungible token (NFT) licensee of the International Cricket Council, is to release a series of digital collectibles featuring memorable moments from the Women’s World Cup and T20 World C…
PSG to open flagship retail store in New York City
French soccer giant Paris Saint-Germain is looking to expand its presence in the United States by opening a flagship retail store on Fifth Avenue in Manhattan, New York City
Sponsorship payments under pressure as Bitci ‘hit by Turkish controls’
Turkish blockchain company Bitci is thought to have requested payment delays in some of its deals with sports rights-holders and has paused fan token issues because of growing cryptocurrency regulations…
Aston Villa signs Jeton Wallet for rest of season, Liverpool renews with EA Sports
English Premier League club Aston Villa has added payment provider Jeton Wallet to its sponsorship portfolio
McLaren terminates Bitci deal after less than a year
Formula 1 motor racing team McLaren has terminated its commercial agreement with Turkish cryptocurrency exchange Bitci.
McLaren initially partnered with Bitci
Bybit named Principal Team Partner of Red Bull Racing; Alpine F1 agrees Binance deal
Formula 1’s Red Bull Racing has signed cryptocurrency exchange Bybit as a sponsor.
Alibaba launches ‘virtual influencer’ to promote Beijing 2022 merchandise
Chinese e-commerce group Alibaba has unveiled a “virtual influencer” for the Beijing 2022 Winter Olympics.