By Allison Watkinson TLL Reporter Cognizant Major League Cricket (MLC) has secured a licensing sponsorship partnership with the Lexus automotive brand for the league's upcoming second season. MLC is the first professional Twenty20 cricket championship to operate in the US. Exclusively sanctioned by USA Cricket, MLC showcases players from around the globe. MLC's first … [Read more...] about Lexus Goes to Bat for Cognizant Major League Cricket League
Sports Licensing
Notorious Conor McGregor Featured in Launch of Stancé x UFC ‘Art Toys’
By Gary Symons TLL Editor in Chief The designer art toy company Stancé has signed a global partnership with the mixed martial arts organization UFC, creating limited edition designer toys. Stancé's first release will be a limited-edition collectible featuring The Notorious Conor McGregor. In a collaboration brokered by UFC's licensing agency, IMG, Stancé is working … [Read more...] about Notorious Conor McGregor Featured in Launch of Stancé x UFC ‘Art Toys’
Jennifer Garner’s Once Upon A Farm Partners With Angel City FC
By Gary Symons TLL Editor in Chief A new partnership shows actress Jennifer Garner emerging as a top financial supporter of the National Women's Soccer League. Garner is already a key investor in the NWSL team Angel City FC, and has now announced a new collaboration with the team through her children's nutrition company Once Upon A Farm. The football club and Once … [Read more...] about Jennifer Garner’s Once Upon A Farm Partners With Angel City FC
Tommy Hilfiger Sets Course on Partnership With US SailGP Team
By Allison Watkinson TLL Reporter The US SailGP Team and fashion brand Tommy Hilfiger want to redefine the role of fashion in sailing, and the role of sailing in pop culture. Tommy Hilfiger just announced the signing of a multi-year partnership with the United States Sail GP Team, and will be its Official Lifestyle Apparel Partner. Founder Tommy Hilfiger himself, an avid … [Read more...] about Tommy Hilfiger Sets Course on Partnership With US SailGP Team
Williams Racing and Memento Creating the Ultimate Collection for Race Fans
By Gary Symons TLL Editor in Chief Williams Racing has signed a licensing agreement allowing Memento Exclusives to sell official memorabilia, including full-scale F1 'show cars' and simulators. Memento is in an extremely exclusive corner of the sports collectibles market for fans with a need for speed and money to burn. Memento specializes in creating race training … [Read more...] about Williams Racing and Memento Creating the Ultimate Collection for Race Fans
Feature: Time for Licensing To Hit a Home Run With Baseball Legend Josh Gibson
By Gary Symons TLL Editor in Chief Major League Baseball is now including the player stats from the Negro Leagues, meaning players like the legendary Josh Gibson will finally be recognized for their incredible skill and accomplishments. And now the MLB has recognized the players of the Negro Leagues, it's certainly time for the licensing industry to do the same, both … [Read more...] about Feature: Time for Licensing To Hit a Home Run With Baseball Legend Josh Gibson
Panini America x Reebok Release Emmitt Smith Sneaker & Sports Card Collection
The collectiles and card company Panini America has announced its second collaboration with Reebok to represent football star Emmitt Smith. The collection includes footwear, apparel and trading cards and came out June 14. Commemorating the release, each Panini x Reebok ES22 Color Blast pair of shoes purchased will come with a limited-edition Panini x Reebok Prizm Emmitt Smith … [Read more...] about Panini America x Reebok Release Emmitt Smith Sneaker & Sports Card Collection
Panini America Steps Into the Ring with Professional Fighters League
By Allison WatkinsonTLL ReporterPanini America and the Professional Fighters League (PFL) have announced a multi-year licensing partnership for sports trading cards.Professional Fighters League is a global mixed-martial arts league that includes distinct features, including a sports-season format and a proprietary technology system called PFL SmartCage.PFL SmartCage is used by … [Read more...] about Panini America Steps Into the Ring with Professional Fighters League
RWS Global Acquires Great Big Events, Launches New Sports Division
By Gary Symons TLL Editor in Chief Big news in the world of experiential licensing today, as live entertainment giant RWS Global has acquired Great Big Events. The deal combines RWS, arguably the world leader in live entertainment productions, with Great Big Events, which is among the world's top sports event production companies. RWS Global creates customized … [Read more...] about RWS Global Acquires Great Big Events, Launches New Sports Division
A’ja Wilson: Of Course She Has a Nike Shoe!
Nike Signs WNBA Star A'ja Wilson as Signature Athlete By Gary Symons TLL Editor in Chief Sportswear giant Nike has signed A'ja Wilson as its latest signature athlete, and has created a new branded shoe in her name. Nike says the move marks the next chapter of its partnership with one of the greatest athletes in basketball today. As part of their collaboration, Nike … [Read more...] about A’ja Wilson: Of Course She Has a Nike Shoe!