Licensing & Merchandising

Tennis
Sponsorship & Marketing

French premium sportwear brand Lacoste has extended its long-standing sponsorship agreement with the ATP Tour as the men’s tennis competition’s ‘Official Outfitter’. The
Multiple Sports
Finance & Law

Castore, the UK sportswear manufacturer, is closing in on a £1bn (€1.16bn/$1.26bn) valuation, after securing £150m in a round of investment led by US bank Raine Group.
Esports
Licensing & Merchandising

EA Sports FC 24 will feature a Uefa Euro 2024 add-on next summer as part of a new deal between football’s European governing body and video game developer EA Sports that will also include the launch of an eEuro esports tournament.
Football
Licensing & Merchandising

Paris Saint-Germain (PSG) will open its 10th international official store next month in Toronto as it builds on a retail operation worth a record €85m ($93m) in 2022-23, the French Ligue 1 club’s chief rev…
US College Sport
Sponsorship & Marketing

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
Football
Sponsorship & Marketing

Puma has agreed a five-year extension to its ball supplier agreement with Spain’s LaLiga and LaLiga 2, SportBusiness can exclusively reveal.
Golf
Licensing & Merchandising

TGL, the new tech-focused team golf league set to launch in the US next year, has entered into a multi-year partnership with global digital sports platform Fanatics, while San Francisco has been announced as the location for its latest franchise with NBA star Steph Curry among its investors.
Football
Licensing & Merchandising

The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…
Rugby Union
Licensing & Merchandising

The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.  
Football
Sponsorship & Marketing

Sporting goods company Puma has continued its aggressive ball supplier acquisition strategy by signing as the official technical partner of the Confederation of African Football (CAF)
Motorsport
Esports

iRacing is to launch a Nascar console game in 2025 after acquiring Nascar Team Properties' exclusive simulation-style console racing games license from Motorsport Games
US College Sport
Licensing & Merchandising

Sports merchandise company Fanatics has announced a long-term agreement with the Collegiate Licensing Co. (CLC) to sell licensed fan merchandise from US colleges to an international fanbase
Motorsport
Sponsorship & Marketing

Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari
Football
Licensing & Merchandising

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

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
Sponsorship & Marketing

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…
American Football
Licensing & Merchandising

The National Football League Players' Association (NFLPA) has terminated its trading card contract with Panini and brought forward its exclusive agreement with Fanatics, further straining the relationship…
Motorsport
Marketing

Nascar has furthered its presence in college athletics with a new deal with Learfield for the University of South Carolina while extending last year's agreement with the University of Alabama