By Allison Watkinson
TLL Reporter
Big League Chew has signed a multi-year agreement with IMG Licensing that names the agency as its exclusive global licensing representative.
Under the terms of the agreement, IMG Licensing will work to expand the brand across the globe with new licensed products and experiences.
The agency will use the chewing gum brand’s established popularity in the confectionary industry and baseball fandom to drive its future expansions.
“Big League Chew has always stood for fun, authenticity, and the spirit of the game,” said Big League Chew Properties managing partner, Brian Bailey. “Over the past year, we’ve built strong momentum through new partnerships and product expansions that honor our legacy while reaching new audiences. Partnering with IMG Licensing is a big league move that builds on that success,” added Bailey. “With IMG’s global reach and creative vision, we’re ready to take Big League Chew to the next level—bringing the brand’s playful energy to fans around the world in fresh and unexpected ways.”
The expansion will seek licensing partners across multiple categories including food, beverages, beauty, toys, sports equipment, collectibles, apparel, home décor, gaming and more.
“Big League Chew is a brand born out of America’s favorite pastime, but one that has grown to become so much more,” said IMG Licensing SVP, Ricky Yoselevitz. “The brand’s rich history in sport, pop icon status, and equally iconic flavor portfolio allow for tremendous licensing potential across categories. We’re thrilled to come on board as their first-ever global licensing agency to bring to market authentic product extensions that trade on these core brand attributes,” said Yoselevitz. “From fashion collabs and sports accessories, to collectibles and new food and beverage formats, Big League Chew continues to expand and evolve.”
First launched in 1977, Big League Chew is a bubble gum brand that is known for its signature pouch packaging, shredded gum style and connection to professional baseball.
The bubble gum brand was co-developed by former Portland Mavericks pitcher Rob Nelson, former New York Yankee All-Star Jim Bouton and filmmaker Todd Field, as an alternative to chewing tobacco for baseball players.
Representatives from IMG Licensing are presenting Big League Chew to potential partners at Stand G144 during Licensing Expo 2025.