Licensing & Merchandising
RLWC2021 announces Cube Partnership as official retail and merchandise supplier
The organising committee of the 2021 Rugby League World Cup has announced Ledbury-based retail and licensing company Cube Partnership as its official merchandise supplier
AC Milan enters into ‘industry-first’ deal with Roc Nation
Italian Serie A football club AC Milan has agreed what it claims is a “unique, industry-first partnership” with sports and entertainment agency Roc Nation as it seeks to return to the top table in the…
IMG enlarges esports licensing footprint with Rocket League deal
The IMG agency has been appointed by video game developer Psyonix as the exclusive global licensing representative for its popular Rocket League title
NWSL Louisville team rebranded as Racing Louisville FC
The National Women's Soccer League expansion team in Louisville, Kentucky, has been officially rebranded as Racing Louisville FC
Real Madrid teams up with Legends for overhaul of retail business
Real Madrid has announced that it has entered into a new partnership with US-based merchandise solutions provider Legends, which will oversee and manage Los Blancos' retail business as the club looks to…
Sale of F1 chequered flag squares to fans attracts strong interest
The sale of personalised squares within Formula 1’s official chequered flag has been extended to the end of the 2020 season after strong interest from fans.
PSG looks to strengthen global ambitions with 10-year Fanatics deal
Ligue 1 giants Paris Saint-Germain has announced a 10-year extension of its agreement with global licensed sports merchandise manufacturer and retailer Fanatics
Uefa and Team kick off licensing rights sales in 11 categories
Uefa and the Team Marketing agency have initiated the process to invite offers for licensing rights across 11 different categories during the 2021-24 club competitions cycle
FIH looks to merchandise sales in four-year Kayford Branding deal
The International Hockey Federation has announced a four-year agreement with Kayford Branding, a company well versed in manufacturing and exporting licensed products
RLWC2021 engages Riverside Brands as licensing agent
Riverside Brands has been unveiled as the exclusive licensing agent of the 2021 Rugby League World Cup, which will be held in England
LA Rams partner with local streetwear brand BornxRaised
The National Football League's Los Angeles Rams have partnered with LA-based apparel company BornxRaised to create a streetwear-inspired clothing collection.
EA Sports names Ravens’ Jackson to “Madden” cover
Reigning league MVP featured in venerable video game franchise
Florida governor signs bill to allow college athletes to sign endorsement deals
Florida Governor Ron DeSantis has cleared the way for college athletes in the state to earn money from endorsement deals from next summer
Birmingham 2022 seeks licensing partners and e-commerce provider
The organisers of the Birmingham 2022 Commonwealth Games are inviting expressions of interest for the merchandising and licensing rights to sell official Birmingham 2022 and Commonwealth Sport-branded…
Asian e-commerce live streams attract early-mover sports properties
Ecommerce live streams are a growing phenomenon in online retail in Asia, and sports businesses are starting to dip their toes in the water.
EA retains exclusive NFL simulation game rights in new deal
Developer of "Madden NFL" franchise keeps key gaming rights through at least 2025
Toronto NWHL expansion team unveils name, logo, and colors
The National Women's Hockey League expansion team in Toronto has been officially branded the Toronto Six
LaLiga aligns with Mediapro and Super Sports Media in Chinese commercial JV
LaLiga, the organising body of the top two divisions of Spanish club football, has formed a joint venture with Spanish rights and production agency Mediapro and Super Sports Media, a subsidiary of Chinese…