The Licensing Letter

Sports

Aviation American Gin and Wrexham AFC Raise a Glass to Football History

By Gary Symons TLL Editor in Chief Move over, boring bottles of gin gathering dust on your shelf. Aviation American Gin is back with a limited-edition commemorative pack that celebrates Wrexham AFC’s improbable, borderline cinematic rise to the Championship. Yes, it's the same team that went from “local club with loyal fans” to “Hollywood Netflix darlings who keep winning at … [Read more...] about Aviation American Gin and Wrexham AFC Raise a Glass to Football History

NFL Trades Cleats for Crocs in New Footwear Collection

TLL Staff Football fans can now cheer on their favorite teams in comfort, thanks to a new, multi-year licensing deal between the National Football League and Crocs. The partnership will debut the first-ever NFL x Crocs Collection, featuring team-themed clogs and Jibbitz charms designed to capture the spirit of game day. The line will roll out in stages, with the first drop … [Read more...] about NFL Trades Cleats for Crocs in New Footwear Collection

Captain Morgan and Pluto Golf Launch ‘Play the Slice’ Apparel Line

TLL Staff Captain Morgan Sliced is teaming up with Pluto Golf for its first apparel collaboration, introducing the limited-edition Play the Slice Capsule Collection. The line, which debuts Aug. 22 exclusively at Pluto.Golf, includes polos, shorts, hats, windbreakers and Pluto’s P1 sneakers. The gear is designed for golfers who embrace bold looks as much as big swings, said … [Read more...] about Captain Morgan and Pluto Golf Launch ‘Play the Slice’ Apparel Line

Panini America Signs Agreement with Area Code Baseball

By Allison Watkinson TLL Reporter Panini America has announced a multi-year partnership with the amateur baseball talent organization, Area Code Baseball. For the long-term partnership, Panini will create licensed trading cards for the amateur athletes competing in the organization's Area Code Games baseball event. The Area Code Games is a six-day talent showcase that … [Read more...] about Panini America Signs Agreement with Area Code Baseball

Puma and Manchester City Extend Licensing Partnership

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

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