The Licensing Letter

Sports Licensing

Panini Renews Sponsorship of High School Hoophall Tourneys

By Gary Symons TLL Editor in Chief Panini America has again demonstrated its commitment to young athletes, renewing its title sponsorship of three high school 'Hoophall' showcases. Panini America and the Naismith Basketball Hall of Fame have entered into a multi-year agreement for Panini to serve as the title sponsor of the Hoophall Classic,Hoophall Invitational, and … [Read more...] about Panini Renews Sponsorship of High School Hoophall Tourneys

Kendall-Jackson Winery and NBA Toast a Slam-Dunk Collaboration

By Gary Symons TLL Editor in Chief Kendall-Jackson is popping the cork on its first-ever co-branded wine collection with the National Basketball Association. Kendall-Jackson is the family-owned winery behind America’s top-selling Chardonnay, and has partnered with the NBA on the release of three branded releases. First unveiled during NBA All-Star 2025 in San Francisco, the … [Read more...] about Kendall-Jackson Winery and NBA Toast a Slam-Dunk Collaboration

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