The Licensing Letter

Sporting Goods

St. Andrews Links Tees Off With The Point.1888

The world's most famous golf course, St. Andrews Links, has signed up with The Point.1888 as its brand extension partners. The news comes just weeks after the brand licensing specialist added Williams Racing to its growing roster of sports brands. Hannah Stevens, Head of Retail and Sports continues to grow this important division within the business, which also counts Team GB … [Read more...] about St. Andrews Links Tees Off With The Point.1888

Adidas Snags Deal With Number One NFL Draft Pick

Adidas' bet on NFL prospect Trevor Lawrence appears to be paying off so far, as the collegiate star from Clemson was the No. 1 overall draft pick by the Jacksonville Jaguars on Thursday. Adidas announced last Wednesday—the day before the NFL draft —that it had signed the top 2021 draft prospect to a multiyear partnership. "I've always been a fan of Adidas and I'm excited to … [Read more...] about Adidas Snags Deal With Number One NFL Draft Pick

Nike Loses Kobe Bryant License As Talks Fail

The estate of basketball legend Kobe Bryant declined to renew its deal with Nike this month as talks between the parties fell apart, according to an exclusive report from Complex that was later confirmed by Nike. Unless something changes, that could end the long-established relationship between Bryant and Nike. Potentially, Bryant’s estate could also partner with an outside … [Read more...] about Nike Loses Kobe Bryant License As Talks Fail

Fanatics Partners With NFL and Amazon In Major Strategic Shift

By Gary Symons TLL Editor in Chief Amazon is the dominant force in the Western world when it comes to ecommerce, with the one exception of pro-sports branded sports gear and memorabilia, and that's because the market is largely cornered by Fanatics. Now, that may be changing due to a game changing new partnership between the National Football League, Fanatics, and Amazon. The … [Read more...] about Fanatics Partners With NFL and Amazon In Major Strategic Shift

Under Armour Slashed Sponsorships in 2020

The sporting gear company Under Armour has been shedding sponsorship deals over the past year, and now we know how deep the cuts have gone. Under Armour Inc. released its annual report in late February, which shows the company slashing its sponsorship spending by an astounding 47 per cent in a single year. The cuts reduce Under Armour's spending on sponsorships from $679.1 … [Read more...] about Under Armour Slashed Sponsorships in 2020

Under Armour Ending Licensing Deal With NFL

Sports clothing and equipment company Under Armour is preparing to end its licensing contract with the National Football League, according to a report in the Financial Times. Under Armour has not officially confirmed the contract termination, but the Financial Times reported this week the deal will end later this year. The company's licensing deal with the NFL allowed the brand … [Read more...] about Under Armour Ending Licensing Deal With NFL

Universal Licenses Entire Music Catalog For Fitness App

In yet another sign of the momentous changes in the music licensing industry, Universal Music Group has licensed its entire music catalog to the Variis digital fitness app. The deal means app users will be able to work out at home to the music of major recording artists like Taylor Swift, Lady Gaga, Ariana Grande, Billie Eilish, The Weeknd, and many more. It also marks one of … [Read more...] about Universal Licenses Entire Music Catalog For Fitness App

Fanatics & Lids Reach Long-Term Deal With BNED

The sports merchandise company Fanatics has added to its long list of critical deals in 2020 with a long-term merchandising partnership with Barnes & Noble Education Inc. (BNED), the campus store division of the Barnes & Noble parent company. Fanatics will offer BNED campus stores an expanded product selection and a direct-to-consumer platform. Fanatics' partly-owned … [Read more...] about Fanatics & Lids Reach Long-Term Deal With BNED