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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

Wham-O Appoints Global Licensing Agency

There are few companies that have historically done a better job of branding their inventions than Wham-O, and now Anjar Co. and Becker Associates has been given the weighty responsibility of licensing and commercializing brands like Hula Hoop, Hacky Sack, Boogie Board, and Frisbee, among many others. It’s a mark of Wham-O’s success in creating successful new products that those types of products are generally known to the public by the company’s brand names. You don’t go out to play ‘flying disc’, for example; you go out to play Frisbee, and the same can be said of Slip’n’Slide, Hacky Sack, Boogie Board, and Hula Hoop. Wham-O says it has appointed Anjar Co. & Becker Associates as the exclusive global licensing agency for all of its brand, which include Frisbee, Slip ’N Slide, Hula Hoop, Hacky… . . . read more

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 to be displayed on accessories such as gloves and boots during games. The arrangement has been somewhat awkward over the past week, as Nike is the official supplier of uniforms and apparel for the NFL, but Under Armour has a licensing agreement with Tom Brady, who took the Tampa Bay Buccaneers to an historic Super Bowl victory on Sunday. During a post-game interview, Brady courted some controversy as some sports… . . . read more

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 Lids will also provide BNED trend and sales performance data on licensees, product styles and design treatments from more than 1,200 Lids stores. As well, Fanatics and Lids will jointly make a $15 million strategic equity investment in BNED and receive 2.3 million shares of BNED in exchange, representing a share price of $6.50 per share. BNED expects to use these proceeds for its strategic growth initiatives. BNED is a college retailer that was spun off from bookseller… . . . read more

British & Irish Lions Partner with Titleist

Renowned rugby squad the British & Irish Lions have reached a licensing agreement with golf industry giant Titleist, in advance of their upcoming 2021 matchup against the world champion Springboks from South Africa. World-renowned as a performance equipment brand, having earned the overwhelming trust of tour professionals, club professionals, competitive amateurs and dedicated golfers worldwide, Titleist will offer a range of high-specification, Lions-branded accessories including golf balls, golf bags and golf club head covers, as well as gloves and towels. The Dec. 4 announcement comes amid intense interest in the coming Lion’s summer tour. Despite the COVID-19 pandemic travel agents have seen record numbers of travel packages and tickets sold to supporters of both the Lions and the Springboks. The match has sparked a slate of commercial partnerships recently being announced including… . . . read more

Sports

Roundup: Sports & Sportswear News

Play ball with new developments from the NFL, MGM Resorts, Caesars Entertainment, NCAA, Epic Games, WWE, FIFA, Hibbett Sports, Canada Goose, and more…


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Legal Watch

Legal Watch: Sporting Goods & Apparel; Toys & Games

Sports lifestyle brands Adidas, Crossfit, Reebok, Nike, and Under Armour made news this week; plus, a look back on TRU and eOne wins in China…


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Trademarks/Brands

Corporate TM/Brands Up 2.7% in 2016; Food/Bev & Tech Lead

Retail sales of corporate trademark/brand-based licensing were up 2.7% worldwide in 2016, according to The Licensing Letter’s Annual Licensing Business Survey. The U.S./Canada made up…


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SPORTING GOODS

Pumping Up Brands

While our fitness goals may be more aspirational than not, it’s still a big business. See the latest news to come out of the health and fitness business…


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TRADEMARKS/BRANDS

TLL Survey: Corporate Licensing Up 3% in 2015 Fueled by Food/Beverage & Automotive

At $27.6 billion, corporate trademarks and brands accounted for 27% of all retail licensed sales in the U.S. and Canada in 2015, the most of any segment (followed by fashion at 20% and sports at 14%), according to The Licensing Letter’s Annual Licensing Business Survey

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