Licensing & Merchandising

Football
Media

Incumbents Team Marketing and Relevent Sports Group are the two agencies still vying to sell Uefa club competition rights from 2027-28 following recent presentations, SportBusiness understands
Rugby Union
Licensing & Merchandising

World Rugby has announced a multi-year global merchandise and licensing deal with Fanatics, bringing an end to its previous association with retail and experience rival Legends.
Basketball
Sponsorship & Marketing

Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…
Esports
Licensing & Merchandising

Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Football
Media

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.
Football
Licensing & Merchandising

Video game publisher Konami has secured a significant victory in its battle with rival EA Sports by securing exclusive agreements with Serie A's two Milan clubs for the 2024-25 season, SportBusiness has learned.
Esports
Sponsorship & Marketing

The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe…
Football
Licensing & Merchandising

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Olympic Games
Licensing & Merchandising

Panini has struck a licensing deal with the International Olympic Committee to create collectible stickers and cards for the next two editions of the Olympic Games.
Esports
Licensing & Merchandising

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Football
Licensing & Merchandising

Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.
Ice Hockey
Licensing & Merchandising

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Aussie Rules
Licensing & Merchandising

Global sports merchandising company Fanatics has broadened its work in Aussie Rules football's Australian Football League (AFL), signing a long-term agreement with Richmond, its second deal with a franchise
Rugby Union
Licensing & Merchandising

Just days after announcing an extensive new deal with Juventus, global sports merchandising firm Fanatics has sealed a similar long-term agreement with New Zealand Rugby.
Football
Licensing & Merchandising

Global sports merchandising company Fanatics is to manage all merchandise for Juventus worldwide for the next decade as part of an extensive commercial deal with the Italian club
American Football
Licensing & Merchandising

The Baltimore Ravens, of the National Football League, and global e-commerce company Fanatics have outlined plans to dramatically increase gameday revenues with a year-round retail store to open in 2025…
Football
Industry Moves

Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.
Football
Sponsorship & Marketing

Sportswear brand Castore has entered the Belgian football market for the first time via a kit supplier agreement with Club Brugge