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Paris Olympics Releases Calls for Interest in Licensing Program

Let the Licensing Games Begin! The Paris 2024 Olympics has begun releasing calls for interest in its official licensing programs for both the Olympics and the Paralympic Games. The Paris 2024 committee expects to sign agreements with roughly 60 companies to develop an expected 10,000 branded products for the Games. The committee’s Chief Commercial Officer, Marlene Masure, says organizers are seeking companies with deep expertise in branding, production and distribution to support the creation of a wide range of products for the Games. “With four billion viewers, 13.5 million tickets sold and 50,000 volunteers, millions of us will share the experiences and emotions of the Olympic and Paralympic Games in 2024, whether in the stadiums or at home with family and friends,” Masure said in a statement to the press. “But… . . . read more

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

Augusta Partners on EA Sports PGA Tour

Licensing Deal Will See EA SPORTS PGA TOUR As The Exclusive Home of All Four Majors — the Masters Tournament, PGA Championship, U.S. Open Championship and The Open Championship EA Sports has unveiled EA SPORTS PGA TOUR: Road to the Masters as the exclusive video game home of the historic Masters Tournament at Augusta National Golf Club, one of the most prestigious golf events in the world, with some of the most recognizable traditions in sports. The Masters made its first-ever virtual appearance with EA SPORTS in 2011, and its return to video games has been highly requested by golf fans. Fred Ridley, Chairman of Augusta National Golf Club and the Masters Tournament, unveiled the new cover of EA SPORTS PGA TOUR today during his annual press conference before the… . . . read more

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 NFL is now bringing thousands of its officially licensed products to the ecommerce site in a move that could permanently transform the market for sports fan products. The partnership does not exclude Fanatics, which is part of the three-way collaboration that will see Fanatics opening an NFL Shop storefront on Amazon’s website. Starting on Wednesday, March 31, the NFL will bring the first of thousands of branded… . . . read more

Two Major Apparel Deals, With Peloton and Manchester United

This week saw two major apparel licensing agreements inked, one involving apparel rights for the phenomenally popular Manchester United soccer (football) team, and the other for rising fitness giant Peloton. Sportswear company Adidas has confirmed its plans to launch an apparel collection in partnership with Peloton. The Adidas x Peloton SS21 collection will include performance wear and lifestyle pieces made in collaboration with Peloton instructors Ally Love, Robin Arzón and Cody Rigsby. The instructors were involved in the design process to develop a co-creation model. The collection is Peloton’s first instructor-designed global-level collaboration. The collection will be available on March 25 through, at select retailers of Adidas clothing, at, and in select Peloton stores. The product line will also be combined with a series of on-demand fitness classes that will… . . . read more

Everlast Inks Apparel License With Sportlife

Sporting goods company Everlast Worldwide Inc.,  manufacturer, marketer and licensor of sporting goods and apparel under the Everlast brand name,  has signed a new agreement with SportLife Brands, LLC of New York City. SportLife, a major supplier to the U.S. apparel market, will produce, market, and sell Men’s, Ladies, Boys, Girls; Underwear, Sleepwear, Baselayer and Thermals under the Everlast brand in the United States. The products will be available for shipping in Holiday 2021. Everlast is best known as the preeminent brand in boxing and other martial arts, including Mixed Martial Arts or MMA, but also sells a wide range of fitness gear and apparel in 75 countries. The company was founded in 1910 and today is the number one provider of equipment for amateur and professional boxers and martial… . . . read more

NBA Partners On Mobile Game ‘Ball Stars’

After announcing its formal partnership with the National Basketball Association and National Basketball Players’ Association (NBPA) in October, the global mobile game publisher Netmarble Corp has now released NBA Ball Stars, an all-new, puzzle-based mobile basketball game. The game is the first publishing project for Netmarble’s Los Angeles-based subsidiaries Netmarble US and Kung Fu Factory, and is now open for pre-registration for the App Store and Google Play. The company has also announced that, to celebrate the formal reveal, Netmarble has inked a partnership with Ja Morant, the 2019-20 Kia NBA Rookie of the Year, as the game’s cover athlete. “The NBA and NBPA have been tremendous partners,” said Simon Sim, President of Netmarble US. “The creative freedom and collaboration we’ve had with them, along with Kung Fu Factory, in the production of… . . . read more

The NBA Warms Up To Canada Goose

The internationally renowned outer wear company Canada Goose has announced a multi-year partnership to become the outerwear partners with the National Basketball Association. As part of the agreement, Canada Goose will develop exclusive designs for both players and fans every year, in a collaboration with the LA-based brand RHUDE. Canada Goose has announced a multi-year partnership with the National Basketball Association that makes Canada Goose an NBA All-Star outerwear partner.  “Canada Goose has been a coveted brand across the influential arenas of film, entertainment and sport for decades,” said Dani Reiss, president and CEO of Canada Goose. “This multi-year partnership is a significant milestone for Canada Goose and the NBA, and our inaugural design partner, RHUDE, known for a culturally impactful approach to design, is the perfect tip-off partner. While… . . . 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

TikTok Enters The Octagon With UFC Partnership

TikTok isn’t just a social media site; it’s more of an entertainment conglomerate with a singular talent for licensing deals … and the Chinese-owned company is proving it again with a multiyear deal announced with UFC, the world’s premier Mixed Martial Arts (MMA) organization. UFC announced the deal last week as a way to increase its exposure across the TikTok multiverse, and as a new way to connect with fans. “TikTok has become a destination where sports fans can discover new communities and connect with their favorite sporting events and athletes in new ways,” the UFC said in a statement. “TikTok LIVE streams give our community a chance to catch exclusive, behind-the-scenes moments and are an engaging channel to capture the excitement and pure emotion of live sports. We’re constantly… . . . read more