Licensing & Merchandising
Legends ramps up college sports activities
Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
EXCLUSIVE: Puma extends LaLiga ball supply deal for five years
Puma has agreed a five-year extension to its ball supplier agreement with Spain’s LaLiga and LaLiga 2, SportBusiness can exclusively reveal.
TGL signs Fanatics deal, names San Francisco as latest team location
TGL, the new tech-focused team golf league set to launch in the US next year, has entered into a multi-year partnership with global digital sports platform Fanatics, while San Francisco has been announced as the location for its latest franchise with NBA star Steph Curry among its investors.
UK lawmakers call for regulation of football’s fan token deals
The presence of cryptocurrency-based fan tokens in UK football could be under threat after a new report from the cross-party Culture, Media and Sport (CMS) Committee called on clubs to be stopped from…
Lions bring in IMG as global licensing agency
The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.
Puma adds CAF to growing ball supplier portfolio
Sporting goods company Puma has continued its aggressive ball supplier acquisition strategy by signing as the official technical partner of the Confederation of African Football (CAF)
iRacing acquires exclusive Nascar video game license
iRacing is to launch a Nascar console game in 2025 after acquiring Nascar Team Properties' exclusive simulation-style console racing games license from Motorsport Games
Fanatics signs up CLC for global college merchandise deal
Sports merchandise company Fanatics has announced a long-term agreement with the Collegiate Licensing Co. (CLC) to sell licensed fan merchandise from US colleges to an international fanbase
Puma upgrades Ferrari deal as it looks to retain standing in F1 market
Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari
‘I’m Just Kane’: How Skechers became part of Harry’s game
Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Legends eyes finance package for potential ASM Global acquisition
Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…
Castore-run retail ops will revert to Newcastle after Adidas kit takeover
Premier League Newcastle United will see its retail operations – run by the incumbent kit supplier Castore since the 2021-22 season – revert back to the club when Adidas takes over the technical role nex…
Fanatics-Panini spat intensifies as NFLPA makes early change to trading card contract
The National Football League Players' Association (NFLPA) has terminated its trading card contract with Panini and brought forward its exclusive agreement with Fanatics, further straining the relationship…
Nascar extends college sports marketing presence through Learfield deals
Nascar has furthered its presence in college athletics with a new deal with Learfield for the University of South Carolina while extending last year's agreement with the University of Alabama
Konami retains LaLiga foothold via Barça renewal
Konami has extended its agreement with FC Barcelona as rival footbal game developer EA Sports begins its title sponsorship of LaLiga
OneFootball headcount shrinks to 250 amid further redundancies
The new management team at OneFootball has enacted further cost-saving measures at the media company with the overall headcount reduced by 15 per cent
DAZN makes major merchandising move with Fanatics agreement
Sports streaming platform DAZN continues to attempt to diversify its revenue streams after agreeing a deal to sell sports merchandise from Fanatics through its platform
ICC seeks merchandise licensing partner for 2024-31 events cycle
The International Cricket Council has begun the sales process for a long-term merchandise licensing partner for its major events between 2024 and 2031