Licensing & Merchandising
NHL at last enters NFT landscape with Sweet partnership
The National Hockey League has become the latest major sports organization to enter the non-fungible token (NFT) landscape by securing a partnership with NFT distribution platform Sweet
New Wimbledon commercial team looks to US, India and China for next wave of growth
New commercial director Henderson has strong contacts in Asia through earlier IMG role
AELTC focusing on brand building and fan engagement for long-term commercial returns
Rangers sell inventory vacated by SportemonGo in new back-of-shirt deal
Scottish Premiership club Rangers has signed up Socomec, the electrical equipment and engineering group, as its new lower back-of-shirt sponsor
Carrefour signs as Paris 2024 premium partner, Egis joins in supplier tier
French supermarket group Carrefour has signed as a first-tier premium partner of the Olympic and Paralympic Games Paris 2024
LaLiga launches e-commerce outlet in China
LaLiga, the governing body of Spain’s top two professional football leagues, has established an outlet on Chinese e-commerce platform Youzan as part of its ambition to engage more closely with fans in t…
Socios.com puts case for fan token ‘utility’ over trading value
James Newman, the new global director of corporate affairs for Chiliz and Socios
MotoGP agrees global merchandising deal with Fanatics
MotoGP organiser Dorna Sports has agreed a long-term global deal with Fanatics that will see the merchandising specialist create licensed apparel for the motorcycle racing championships and operate its…
PSG signs exclusive Topps licensing deal
US collectables company Topps has agreed a 'multi-year' licensing deal with French Ligue 1 club Paris Saint-Germain
Konami adds Serie A newcomers AC Monza to portfolio
Newly-promoted Italian Serie A football club AC Monza has signed a multi-year marketing agreement with Konami Digital Entertainment, maker of the eFootball video game series
UFC expands DraftKings deal to include gamified NFT rights
The Ultimate Fighting Championship (UFC) has expanded its association with fantasy sports and sports betting company DraftKings
VeChain receives ‘unprecedented integration’ in UFC sponsorship
Sustainable blockchain provider VeChain will become UFC’s first-ever ‘Official Layer 1 Blockchain Partner’ in a lucrative, multi-year deal for the mixed martial arts organisation.
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Cricket South Africa teams up with Roc Nation Sports International
Cricket South Africa (CSA) has agreed to collaborate with entertainment and sports agency Roc Nation Sports International (RNSI) to grow the governing body’s potential as a ‘sportstainment’ brand.
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Fanatics initiates broad-based program for college trading cards
Set of agreements to combine player, school licensing for digital, physical cards
Aston Villa renews Fanatics merchandising and retail deal
Premier League side Aston Villa has agreed a long-term extension to its global merchandising and retail agreement with sports merchandising specialist Fanatics
Rangers, JD Sports and Elite guilty of kit price fixing, says UK regulator
The UK’s Competition and Markets Authority has provisionally found that Scottish Premiership club Rangers, along with sportswear retailers Elite Sports and JD Sports, broke competition law by fixing t…
Sportfive brokers Saint-Étienne’s Sorare renewal
French football club AS Saint-Étienne has renewed its agreement with non-fungible token (NFT) fantasy football platform Sorare.
Fluminense and Benfica sign with Socios
Brazilian Série A club Fluminense and Liga Portugal outfit Benfica have signed agreements to launch fan tokens on Socios.com.
EA Sports returns late John Madden to ‘Madden NFL’ cover
Game developer to honor famed coach, broadcaster, franchise namesake