Licensing & Merchandising

The US Polo Association's disproportionate success in the category licensing looks to be attributable to a farsighted and disciplined strategy, mixed with a degree of good timing. Ben Cronin examines how it has built a $1.6bn annual business.

The International Olympic Committee and worldwide TOP partner Alibaba Group have announced the launch of the first-ever Olympic store on Tmall, China’s largest B2C online marketplace for brands and retailers.

Activision Blizzard has signed a multi-year deal with Fanatics to become the exclusive home of Overwatch League merchandise.

Masanori Kawana, managing director, Fanatics Japan, came to prominence in October when he signed the company’s first vertical merchandising deal in Asia with the Fukuoka SoftBank Hawks. Here he speaks to Ben Cronin about the prospects for the company's fast fashion model in Asia.

Uefa has entered into a partnership with EA Sports to create the eChampions League, with the final to be held in Madrid on May 31, the day before the Champions League final in the same city.

NBA licenses clothing company MK Trend to create casual and lifestyle-focused clothing for South Koreans

Ambition to create licensing programme set out in Agenda 2020 Organisation creates three categories to trade on heritage, iconography and values of the Olympics

Zlatan Ibrahimović  remains a force on and off the field.

Global merchandising retailer Fanatics has signed a long-term partnership with the German Football Association (DFB)

Players will wear Jumpman logo in Champions League games after three-year deal with Nike subsidiary Co-branded apparel and footwear collection extends club's entry into world of fashion

United Soccer League officials today announced they have launched a new league-wide licensing program aimed at delivering further fan engagement and support by providing more licensed club products in…

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.

Juventus Football Club is renewing its licensing partnership with IMG and has expanded the new multi-year agreement to include the US and Canada

The Professional Squash Association (PSA) has sealed a partnership with global technology provider Sports Data Labs that will allow squash to become the first professional sport to commercialise in-game phy…

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry…

Uefa, European football’s governing body, has appointed the IMG agency as the exclusive master licensee for Euro 2020 and other major national team tournaments through to the end of 2022.