By Allison Watkinson TLL Reporter Puma has signed an extension to its licensing partnership with the Premier League's Manchester City football club. The long-term contract extension will allow Puma and Manchester City to continue developing licensed products and experiences that appeal to the club’s global community of fans. Since it first kicked off during the … [Read more...] about Puma and Manchester City Extend Licensing Partnership
Sports
Bad Birdie Tees off with Taco Bell
By Allison Watkinson TLL Reporter Bad Birdie and Taco Bell recently teamed up for a collaborative apparel collection and two-day junior golfing event. The co-branded collection is designed to offer fans a streetwear spin on golf apparel through a selection of pullovers, hats and accessories. Attendees of the Taco Bell x Bad Birdie Invitational tournament were offered the … [Read more...] about Bad Birdie Tees off with Taco Bell
RWS Global and Snap Bring AR Tech to Live Sports
By Allison Watkinson TLL Reporter RWS Global has partnered with Snap to introduce in-stadium Snapchat Cam AR experiences to its portfolio of live sports and entertainment events. The licensing partnership will combine Snap's augmented reality lenses with RWS Global’s proprietary PV4 sport presentation software. The company's PV4 software is a centralized playback system that … [Read more...] about RWS Global and Snap Bring AR Tech to Live Sports
Dick’s Sporting Goods Renews Partnership with the WNBA
By Allison Watkinson TLL Reporter Dick's Sporting Goods has signed a multi-year agreement with the WNBA to extend its role as an official retail and marketing partner. The renewed agreement will extend the organization's licensing partnership through to the WNBA's 2028 basketball season. "This partnership renewal with Dick's Sporting Goods reflects our shared commitment to … [Read more...] about Dick’s Sporting Goods Renews Partnership with the WNBA
Surge Brands Enters Arena as PFL’s North American Agent
By Allison Watkinson TLL Reporter Surge Brands has been appointed as the North American licensing agent for the Professional Fighters League (PFL). Through the representation partnership, Surge Brands will work to expand PFL’s licensing and consumer products footprint across North America. "We’re excited to partner with Surge Brands to build on our momentum and … [Read more...] about Surge Brands Enters Arena as PFL’s North American Agent
Canada Soccer Aims to Score Big With Brevettar Partnership
TLL Staff Canada Soccer is kicking off a new chapter in its brand development, announcing a multi-year partnership with sports licensing agency Brevettar. Under the agreement, Brevettar will serve as the Canada Soccer Association’s exclusive worldwide licensing agent, tasked with expanding merchandise offerings and deepening fan engagement on and off the pitch. The deal … [Read more...] about Canada Soccer Aims to Score Big With Brevettar Partnership
The WNBA Launches Licensed Collection with Pottery Barn Teen
By Allison Watkinson TLL Reporter The WNBA and Pottery Barn Teen have partnered to release a licensed home collection inspired by its professional basketball teams. Designed to cater to young basketball fans, the collection incorporates all 13 of the WNBA's team logos across bedding, backpacks and decorative room accessories. The Pottery Barn Teen products were created in … [Read more...] about The WNBA Launches Licensed Collection with Pottery Barn Teen
Seagram’s Escapes Gets Ready to Rumble with WWE
By Allison Watkinson TLL Reporter TKO Group Holdings and Seagram's Escapes have launched a multi-year licensing partnership for a Seagram's Escapes Spiked beverage collection inspired by the WWE. The co-branded collection includes three revamped offerings from the beverage company's existing line-up of Spiked drink flavors. Based on well-known wrestling phrases from … [Read more...] about Seagram’s Escapes Gets Ready to Rumble with WWE
Tom Aspinall Joins Forces with Champion in Knockout Apparel Partnership
By Gary Symons TLL Editor in Chief UFC heavyweight champion Tom Aspinall is entering the fashion arena with a new opponent: mediocrity in athletic wear. Champion, the sportswear brand known for inventing the hoodie, has unveiled a new partnership with Tom Aspinall that delivers a one-two punch of performance and style. Aspinall is a British MMA star who currently competes … [Read more...] about Tom Aspinall Joins Forces with Champion in Knockout Apparel Partnership
Frida Kahlo Collection Celebrates Germany’s Women’s Football Team
TLL Staff A bold collection inspired by artist Frida Kahlo and Germany's national women's football team has been launched under the unifying slogan 'We are all Frida'. The collaboration celebrates the spirit of empowerment, individuality and resilience; qualities long associated with both Kahlo and the DFB Women’s team. This new collection blends the worlds of art and sport … [Read more...] about Frida Kahlo Collection Celebrates Germany’s Women’s Football Team