By Gary Symons
TLL Editor in Chief
The global licensing agency IMG will continue to represent the British armed forces in a licensing deal announced this week.
The Ministry of Defence is, of course, the British department responsible for defending His Majesty’s realm, and now IMG is doing its part on the licensing front.
The Ministry of Defence confirms it has renewed its global licensing agreement with IMG in a multi-year deal. Under the new agreement, IMG and the Ministry of Defence will continue to work together to develop a wide range of officially licensed products for the British Armed Forces, including the British Army, the Royal Navy and the Royal Air Force.
The British Armed Forces certainly holds one of the richest legacies of any military force in the world, thanks to its long history, and its involvement in victories against the Spanish Armada in 1588, the Battle of Trafalgar in 1805, the decisive Battle of Waterloo in 1815, and being a mainstay in the defence of Europe in both the First and Second World Wars.
IMG Senior VP Tim Smith says that, with its rich legacy and a distinctive visual identity, the British Armed Forces is one of the most renowned and recognizable military brands in the world. IMG has leveraged its unique set of logos, badges and brand values to facilitate strategic product collaborations in both domestic and international markets since 2009. The British Armed Forces brand has benefitted from partnerships in key categories, such as apparel and watches to unique deals like branded motorcycles and beverages.
“From the iconic changing of the guard at Buckingham Palace to the viral aerobatic displays of the Red Arrows, the Ministry of Defence represents the best of British excellence and tradition,” Smith says. “Over the last 14 years, we have worked with a broad selection of local and international licensees to carefully curate a program that reflects the brand’s legacy while extending it to new product verticals, demographics and markets around the world. We look forward to building on our long-term partnership and unlocking additional exciting opportunities.”
For more information on licensing opportunities with the Ministry of Defence, visit https://imglicensing.com/