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LeMans Revs Up Licensing With IMG

Prestigious Race Renews Licensing Deal The Automobile Club de l’Ouest (ACO) has renewed its longstanding, exclusive worldwide licensing representation agreement with IMG for 24 Hours of Le Mans, the world’s oldest active sports car endurance race, through 2024. Since being appointed in 2008, IMG has built a robust portfolio of more than 80 licensees for the prestigious event, which has been held annually near the town of Le Mans, France since 1923. The Centenary of the race in 2023 will open up further development opportunities for key categories including apparel, toys and games, collectibles, homeware and accessories. “We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing programme,” said Arthur Virapin, Senior Licensing Director, IMG. “In the last four years… . . . read more

Brand Central’s Trend Service Announces New Clients

Brand Central LLC announced today that its trend intelligence service, Brand Central Insights, has grown exponentially, acquiring several new clients. The clients span multiple industries including media, manufacturing, brand ownership and retail. Over the past year, the insight service has added many new industry leading clients including: Michaels stores, Sun-Maid, Jazwares, Mad Engine, Spencer’s Gifts/Spirit Halloween, Fashion Angels, and many more.   Brand Central also provides a monthly column to The Licensing Letter, highlighting new trends in the licensing and branding industry. Brand Central Insights is the leading trend intelligence service in the licensing industry and provides clients with 100 per cent curated, custom trend reports, ensuring that every trend and insight is relevant to their business.  The service also provides actionable recommendations on how each trend can be leveraged… . . . read more

Opinion: A Wild Ride for Licensing Coming in 2021

By Alicia Rosa Brand Central Insights From a trends perspective, 2020 was a rollercoaster in a lot of ways. It created a consumer landscape that moved at the speed of light, rendering “unprecedented” meaningless. Many of the trends that had been steadily on the rise were accelerated by what we are calling the “Quarantine Economy,” which drove record sales in categories like DIY, crafts, and home improvement. TikTok took the world by storm, disrupting viewing habits and driving trends and global movements. The retail landscape was also upended, leading to permanent consumer shopping habits we’re still tracking. So what’s next in 2021? New trends are emerging all the time, but here are some of the trends we think you should be keeping an eye on this year. 90s Fatigue The… . . . read more

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 million in 2019 down to $361.6 million in 2020. Under Armour’s CFO David Bergman explained the move on the company’s fourth quarter earnings call, saying it’s all about getting more bang for the marketing buck. “That allows us to have a bigger war chest, to be nimble on a marketing front going forward and making sure we’re deploying that marketing in the areas of highest return,” Bergman… . . . read more

We Want To Hear From You In Annual TLL Survey

The Licensing Letter has launched its Annual Licensing Survey for 2020/21, and we want to hear your opinion on one of the most difficult years in our industry, and what you think is coming for 2021 and beyond. The oldest survey in the industry, the Annual Licensing Survey is a key part of our data offerings for the industry, and the more answers we get, the better and more useful our data sets will be, so make sure TLL data is working for you! To fill out the survey, simply click on this link: https://www.surveymonkey.com/r/H73NSLY The Survey closes on March 15, 2021, at noon ET, and if you’re a subscriber to the Licensing Advisor or the Licensing Weekly WrapUp, you’ll also see reminders over the coming weeks. The survey takes… . . . read more

Freesound Wins Grant to Monetize Creative Commons Content

Barcelona-based audio archive Freesound is working on new ways to help small content producers monetize their Creative Commons content, in a move that could have significant impacts on all types of content producers. Freesound is the sound exchange platform of the Music Technology Research Group (MTG) of the Department of Information and Communication Technologies (DTIC) of the University Pompeu Fabra. The non-profit has now obtained a grant from the Grant for the Web initiative to promote new monetization tools, and encourage research on how web monetization can benefit specific communities. This award “is very significant as it recognizes the promotion of open access digital culture,” explain the promoters of the MTG project. “With this grant we will start the new project Freesound Licensing, a platform to help content creators monetize… . . . read more


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