TLL Staff
The Jackie Robinson Estate has named IMG as its global licensing agency in a multi-year partnership aimed at broadening the legendary baseball player’s legacy.
The collaboration will focus on creating innovative products, brand collaborations, and experiences that honor Jackie Robinson’s enduring contributions to baseball and civil rights.
Robinson shattered Major League Baseball’s color barrier in 1947, becoming a symbol of courage and progress both on and off the field. His career with the Brooklyn Dodgers paved the way for integration in sports and society, leaving a legacy that continues to inspire.
Through this partnership, the Jackie Robinson Estate and IMG aim to ensure that Robinson’s legacy as a trailblazer, athlete, and advocate for equality continues to resonate worldwide.
This agreement builds on IMG’s existing relationship with the Jackie Robinson Foundation (JRF), established in 2020, which supports minority students in higher education through cause marketing initiatives. The partnership also arrives on the heels of the Los Angeles Dodgers’ recent World Series win, a reminder of Robinson’s iconic status as a trailblazer for the team and the sport.
David Robinson, son of Jackie and Rachel Robinson, emphasized the potential to connect younger generations with his father’s story.
“Jackie changed the face and spirit of sports, championing equality with relentless courage,” he said. “This partnership will honor his legacy with activations that highlight his role as a trailblazer and advocate for social justice.”
The partnership will see the development of a diverse range of new merchandise, including jerseys, sneaker collaborations, apparel, and collectibles, as well as video games and interactive experiences.
IMG also plans to create institutional marketing campaigns celebrating Jackie Robinson’s milestones, such as Jackie Robinson Day on April 15, commemorating his historic debut as the first Black player in Major League Baseball.
Brett Weiss, Vice President of Licensing and Business Development, described the appointment as an honor for the team at IMG.
“Jackie’s legacy extends far beyond baseball,” Weiss said. “We’re committed to preserving and promoting his remarkable story through creative and impactful initiatives that allow fans worldwide to experience Jackie’s magic.”
IMG says a significant focus of the partnership will be enhancing Robinson’s digital and media footprint. This includes engaging content, publishing opportunities, and collaborations that highlight his influence on sports and civil rights. These efforts aim to inspire new audiences and deepen appreciation for his contributions to American society.
As well, IMG plans to focus on more charitable programs. IMG’s previous work with the Jackie Robinson Foundation has already generated substantial funding for scholarships and community programs. Strategic partnerships with brands like Chevrolet, DraftKings, and Chock Full’O Nuts, where Robinson served as the first Black vice president of a major American corporation, have supported the foundation’s mission to close the opportunity gap for minority students.
For licensing opportunities, visit IMG Licensing.