The Licensing Letter

Sports Licensing

Athletes Getting Younger and Younger on Panini Trading Cards

Panini Signs Ground-breaking Deal With South Florida Express By Gary Symons TLL Editor in Chief Panini America made a startling move this week, announcing a multi-year partnership with the 7-on-7 football program South Florida Express. The deal means Panini America will be putting out trading cards featuring youth athletes who are pre-college level, and may be among … [Read more...] about Athletes Getting Younger and Younger on Panini Trading Cards

St. Louis City SC and Rapper Smino Supporting St. Louis Tornado Relief

TLL Staff Soccer club St. Louis City SC is partnering with rapper and St. Louis native Smino to support tornado relief in the St. Louis area. The partners have launched an exclusive streetwear merch collection, with 100 per cent of the proceeds going to relief efforts. . The limited-edition collection includes two shirt designs and two hoodie designs, available in various … [Read more...] about St. Louis City SC and Rapper Smino Supporting St. Louis Tornado Relief

Surge Brands Steps Into the Ring With Pillow Fight Championship

By Gary Symons TLL Editor in Chief Surge Brands will provide some extra licensing punch as the new global agency for Pillow Fight Championship (PFC). Like UFC but with pillows, PFC is a fast-growing sports entertainment property that combines intense combat sports action with some feathery, light-hearted fun. Surge Brands notes PFC has rapidly captured global attention with … [Read more...] about Surge Brands Steps Into the Ring With Pillow Fight Championship

Barbie Puts on Some Muscle With New Rugby Models

By Gary Symons TLL Editor in Chief Barbie is getting stronger—literally—as Mattel introduces a new lineup of dolls honoring female rugby stars from around the world. The collection was created in celebration of International Day of the Girl on October 11. The initiative, called Team Barbie, features four professional rugby players who have become global role models for … [Read more...] about Barbie Puts on Some Muscle With New Rugby Models

The Olympics and Sonic the Hedgehog Race Into a New Era of Licensing

By Gary Symons TLL Editor in Chief The International Olympic Committee and SEGA Corporation have unveiled a new multi-year agreement between the Olympics and Sonic the Hedgehog. Even more interesting is that the announcement makes it clear this deal is part of a new approach to licensing by the IOC, one which promises to expand opportunities for potential licensing … [Read more...] about The Olympics and Sonic the Hedgehog Race Into a New Era of Licensing

F1 Authentics to Auction Toro Rosso Formula One Race Car

By Gary Symons TLL Editor in Chief If you're in the market for a new car that can really shorten your commute times, consider the Toro Rosso STR 14. Sure, the trunk space is ... nonexistent ... but for true racing enthusiasts, the Toro Rosso is a prime example of F1 racing technology. Now, an actual race-used Toro Rosso can be yours. F1 Authentics, the official home of … [Read more...] about F1 Authentics to Auction Toro Rosso Formula One Race Car

Red Roses Rugby Side Teams Up With The Spice Girls

By Gary Symons TLL Editor in Chief The Red Roses, England’s women’s rugby team, have teamed up with the Spice Girls in a high-profile collaboration that leaders say will highlight a pivotal year for women’s rugby and broaden the sport’s reach to new audiences. The partnership unites the world’s No. 1 women’s rugby side with the most successful girl group of all time as … [Read more...] about Red Roses Rugby Side Teams Up With The Spice Girls

Panini America Launches First-Ever Ohio State Trading Card Box Set

TLL Staff Panini America is rolling out its first Ohio State University trading card box set, expanding its line of school-focused collectibles with nearly 250 cards featuring past and present Buckeye athletes. The set spans multiple programs, including football, men’s and women’s basketball, women’s volleyball and women’s lacrosse. It will be sold at retailers, hobby shops, … [Read more...] about Panini America Launches First-Ever Ohio State Trading Card Box Set

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