Licensing & Merchandising

US College Sport
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

Puma has agreed a five-year extension to its ball supplier agreement with Spain’s LaLiga and LaLiga 2, SportBusiness can exclusively reveal.
Golf
Licensing & Merchandising

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.
Football
Licensing & Merchandising

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…
Rugby Union
Licensing & Merchandising

The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.  
Football
Sponsorship & Marketing

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)
Motorsport
Esports

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
US College Sport
Licensing & Merchandising

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
Motorsport
Sponsorship & Marketing

Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari
Football
Licensing & Merchandising

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Multiple Sports
Sponsorship & Marketing

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…
Football
Sponsorship & Marketing

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…
American Football
Licensing & Merchandising

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…
Motorsport
Marketing

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
Football
Sponsorship & Marketing

Konami has extended its agreement with FC Barcelona as rival footbal game developer EA Sports begins its title sponsorship of LaLiga
Football
Finance & Law

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
Multiple Sports
Licensing & Merchandising

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
Cricket
Licensing & Merchandising

The International Cricket Council has begun the sales process for a long-term merchandise licensing partner for its major events between 2024 and 2031